Marriott Bonvoy
The program
How can a travel app be so much more than a… travel app?
Fjord and the North American Accenture team partnered to help Marriott, Starwood Preferred Guest and Ritz-Carlton Rewards rethink their newly merged loyalty program and rethink their approach to travel apps in general.
I led the design team to create a proof of concept based off of research and data. We learned in order to truly engage their loyal customers and differentiate themselves in the market, they had to create a 360-degree travel experience that answers a customer’s needs before, during, and after traveling.
Designing the service
From planning a trip to getting delivery from your couch.
Through partnerships with various companies, the proof-of-concept centered around a two-sided travel marketplace. Within the app, users were able to discover new places to go, book flights and hotels, create an itinerary, get a ride to the airport, find a place to have dinner at the destination, and buy tickets for attractions.
During the engagement, I led a team of five designers to collaborate closely with business strategists, partnership managers, front-end and back-end developers, integration specialists, and an AI specialist to build the product in 4 months.
Planning the travel
The Travel feature is the backbone of the app where users can book rideshare, flight, hotel, and car rental. Our team worked closely with business strategists to pinpoint the right companies to partner with, and with the technology team to find the best way to integrate partners’ features into our application.
During the stay
The Plans feature anchors users’ experiences during their travel by providing an interactive timeline that contextualized their plans.
The Discover feature enables users to find recommended activities based on their location and preferences.
While at home
To encourage users’ engagement even when they’re not traveling there are several "evergreen" features that are still relevant, like the ridesharing feature, restaurant booking, and food delivery/pickup.