Marriott Bonvoy™ App Redesign
In 2019, Marriott launched a multifaceted loyalty program connecting an international portfolio of 30+ hotels and uniquely positioned brands.
We worked to design an app that prioritized searching, booking, and managing trips – all with a highly flexible design system unifying a massive portfolio of hotel properties and brands.
Role:
Designer
Problem
Marriott’s previous booking app wasn’t motivating users to book stays, accrue rewards, or explore new properties. The existing navigation divided the app into unclear silos and the booking experience was cluttered with friction.
We revitalized UX flows, and created a flexible design language that would adequately elevate a newly launched Bonvoy™ brand, while also allowing for 30+ brands to present their identities during booking and stay experiences.
Fig A—The previous Marriott booking app leverages a floating action button navigation. Users press and hold the button to switch between domains. This created unclear silos and left users feeling disoriented. The app is uninspiring with repetitive sections and equal hierarchy with a small, difficult to find search entry point.
Fig B—In process designs. Early on, we realized that by using “card” UI, we could create a system that clearly signals what’s tappable. Ample white space ensures content is legible and not overwhelming.
Fig C—Restructuring the navigation was a core pillar of this project. A designated UX strategist audited the current IA and proposed different ways to restructure the IA and nav to serve user needs and business goals better. V1 performed the best (in online qual testing and card sorting user testing) and was the direction we chose.
Fig D—We created and defined an interaction model, establishing a series of planes and rules for when, where, and how the planes are used, and their designated behavior.
Fig E—Final designs include two similar but different templates, one for luxury-tier properties and one for non-luxury properties. Luxury properties feature components that showcase photography, amenities, and historical storytelling, while non-luxury properties have smaller, simpler components for hotel features and larger components for attractions nearby.