With evolving expectations from a new generation of leisure travelers, Marriott's hotel loyalty program, Bonvoy, needed to change. Our project's key objectives were to produce a product roadmap and an extensive product backlog with a future requirements-driven design.
We had three stages during our project.
1. Test our Most Valuable Pages
Historically, Marriott’s internal team worked with unauthorable features and mismanaged components. Our objective was to use existing designs to expand their component library. This allowed Marriott to branch into multiple avenues of customer interest.
Marriott wanted to test their Most Valuable Pages and learn how customers reacted to these new avenues and adapted the designs based off those new understandings. The outcome was a set of completely authorable pages so that Marriott could feature the best they had to offer.
2. From Authored to Automated
In an effort to remove friction points that affected the customer experience, we enhanced and optimized the existing designs for certain components. Marriott wanted to feature live pricing, a continuously updated map feature, and a filtering system. Our team’s focus was to complement their use of relevant, automated content and SEO. The outcome was that Marriott showed up in more search results, which funneled the customer into a relevant experience.
3. Curate and Customize
Giving their customers a curated and customized experience was one of our primary end goals for Marriott Bonvoy. Our objective was to showcase a curated number of the most popular destinations which would be authored and optimized for an individual user’s experience. Through enabling Marriott’s internal marketing teams to curate and customize products and offers on the focused pages, we were able to create personalized views based on what is known about the loyalty member.
