Marriott Bonvoy
Local Experiences Platform.
Problem
Marriott’s reputation as an authority on travel, leisure, and vacationing is shifting. Increasingly, Marriott is being seen as merely a place to stay.
Marriott is missing out on revenue that their guests are spending just outside of the hotel doors.
Hypothesis
Creating a digital platform where guests and tour guides can connect, plan and book local activities will allow Marriott to capture a new revenue stream.
By operating a successful experience platform, Marriott will bolster their reputation as an authority on leisure and hospitality.
Marriott guests, though a diverse group, are of a unique profile and can be best served by a unique platform.
Approach
Conduct thorough UX research. Develop the personas of everyone that would be in contact with the platform. Understand and articulate their motives and inclinations. Base further research on these personas.
Consider the underlying technologies, limitations and possibilities.
Keeping the business objectives in mind, identify the minimal viable product (MVP) objectives and definition.
Prototype at varying levels. and test with users.
The Team
1 Product Owner
1 Project Manager
1 UX/UI Team Lead ~ That’s me
1 UX/UI Designer
1 UX Researcher
3 Developers
My Activities
UX/UI direction, art direction, workshop planning and facilitation, ongoing project input
The product explained –
Marriott International has close to 10,000 hotels across the globe. Everyday, Marriott employees are making recommendations to guests regarding which activities they might like to do in the local area. Marriott prides itself on having a well-trained, knowledgable staff who have their finger on the pulse of the local scene. Yet Marriott does not have a direct hand in any activity or tour businesses. They miss out on this revenue opportunity; more importantly, they miss out on providing their guests with even better travel experiences. To tap into this market, Marriott has set out to create an experience platform where local guides and Marriott guests can best find each other. Enter, Experiences by Marriott.
But here’s my story…
The work scenario –
I’ve joined the team as a UX team lead. The project is midway through and the product owner is finding it difficult to make decisions and set priority. At first, I’m viewed as the new Bill Lumbergh but I have ideas on how to move the project forward.
Where we’re at –
How does a product team bridge the gap between UX research and actually designing and developing the product, in the right direction?
But,
Host a Team Workshop!
Overarching Goals Going in –
Identify Differentiating Features
Define the Minimal Viable Product (MVP)
Detail Ceremonies & Cadence
Okay, we had a lot of fun but more importantly…
• By identifying the features that would go into the MVP backlog, we set the stage for delivery of a minimally viable product within a foreseeable time period. • We were now ready to prioritize and validate differentiating features in our Discovery Backlog. • Each one of us left with new ideas, shared understanding, and team alignment.
Resulting Tech Outlook
Resulting UI & Branding Exploration
“Plan the Work, Work the Plan”
– Norman Vincent Peale
Product
A consumer-based tours & activities booking platform
Success
4 separate prototypes
28 user tests
68 user-stories backlogged
Branding & style guide developed
MVP in development
Role
UX Team Lead
Activities
UX/UI direction, art direction, workshop planning and facilitation, ongoing project input
Client
Marriott International
For
Co-Designers
Joe Valley: photography, design
Mali Hirsch: research, design