Transforming the customer loyalty experience at Marriott Digital
Omnichannel product design: crafting concepts to inform Marriott’s digital transformation. Integrating advanced technologies and personalized services to redefine the guest experience, setting new standards in the hospitality sector, and contributing to Marriott’s sustained growth and success. This case study underscores the power of strategic design thinking in shaping the future of customer experience and loyalty.
Challenge
In 2017, Marriott Digital embarked on a visionary project aimed at redefining the customer experience across its global hotel portfolio. The goal was to create a seamless, interconnected journey for Marriott guests, enhancing their stays through innovative digital solutions.
Objectives
Integrated online subscriptions
Enable guests to access a curated wardrobe upon arrival, enhancing convenience and personalization.
Rideshare integration
Simplify transportation logistics by embedding ride-share options into the Marriott app, offering guests seamless mobility.
Guest insights for personalization
Utilize data to tailor the guest journey, ensuring personalized experiences both inside and outside the hotel room.
Integrated stay portfolios
Allow guests to manage and customize their holistic stay experience from one platform, providing a cohesive experience across Marriott’s brands.
Business travel logistics
Streamline business travel arrangements, offering tools that cater specifically to corporate travelers.
Digital access to Marriott amenities
Incorporate health and wellness services into the guest experience through integrated partner membership programs.
Execution
User-centric design approach
Our team employed a user-centric design philosophy, conducting extensive user research and usability testing to refine our concepts and ensure they met the needs of Marriott’s diverse clientele.
Prototyping and iteration
Developed interactive prototypes to visualize the integrated experience, allowing stakeholders to provide feedback and iterate on design elements.
Lifestyle video production
Directed the production of a compelling lifestyle video showcasing the full vision for a decentralized customer journey.
Delivery
Visual systems
Conceptual brand visual identity and interface design system to showcase seamless product connections and inspire the Marriott design teams.
In-Room infotainment
Conceptual innovative in-room infotainment systems that provided guests with personalized content and interactive features.
Mobile and Wearable UI
Sleek and functional mobile and wearable application concepts that connected various aspects of the guest experience, from booking to check-out.
Results & impact
The reference designs and strategic vision we delivered set the stage for Marriott’s innovative customer loyalty program, Marriott Bonvoy, launched in 2019. This initiative has had a significant impact on Marriott’s growth and customer satisfaction:
Increased Customer Satisfaction
According to Marriott’s 2023 annual report, customer satisfaction reached an all-time high, with the “Intent to Recommend” metric achieving its best score in over
five years.
Growth in Mobile Engagement
The Marriott Bonvoy mobile app, influenced by our design work, contributed 22 percent more room nights in 2023 compared to the previous year, validating the vision works adopted enhancements.
Strategic Alignment and Innovation
Our design solutions not only aligned Marriott’s teams around a long-term vision but also fostered a culture of innovation that continues to drive Marriott’s success in the competitive hospitality industry.
Contribution
Strategic vision: Design and articulate a long-term CX design vision that aligns with Marriott’s brand and business goals, ensuring alignment with investment in cutting-edge technologies and personalized guest experiences.
Leadership: Lead and inspire a multidisciplinary design team, fostering collaboration across strategy, solutions architecture, and film production.
User-centric design: Champion a user-centric approach, conducting research and usability testing to ensure that design solutions ad value to the customer experience.
Innovation: Create conceptual designs for user interfaces, mobile applications, in-room infotainment systems, and wearable interfaces, addressing complex challenges and pushing the boundaries of what’s possible in the hospitality industry.
Communication and alignment: Coordinate with film product teams and content design to craft a compelling visual narrative that conveys the integrated experience to executives and teams.