Marriott Dine

Challenge

How can Marriott cultivate deeper brand loyalty and highlight that dining with affiliated restaurants is another valuable avenue for earning and redeeming points and enjoying the benefits of the Bonvoy program?

Approach

We built a complete ecosystem to inspire and discover nearby and destination-worthy dining experiences while providing more ways to earn and redeem Bonvoy points. This strategic move aimed to cultivate deeper brand loyalty by highlighting that dining was another valuable avenue for accumulating points and enjoying the benefits of the program, further positioning Marriott as a leader in the broader hospitality industry, extending beyond just hotels.

Impact

As part of a broader Instrument-led strategy to strengthen Marriott's digital ecosystem, this project contributed significantly to the evolution of the Marriott Bonvoy program. Alongside the development of the new Bonvoy app and other initiatives, this dining project, though impacted by the pandemic, helped lay the groundwork for shifting user perception beyond hotels, emphasizing a broader ecosystem for earning and redeeming points. It contributed to a more cohesive, user-centric digital experience and reinforced the value of the Bonvoy program by showcasing dining as a key part of a more rewarding experience.

My Role

Design Templates

Created flexible page templates for multiple cases: 1. showcasing the diversity of Marriott's dining experiences and special events. 2. Enabling users to find restaurants within the Marriott Bonvoy ecosystem. 3. providing a robust editorial platform for travel inspiration.

1. Showcase Global Offerings

Showcase the diversity of Marriott's exceptional dining experiences across the globe these pages/templates can be re-utlized to showcase special events.

2. City-Level Discovery

Enabled easy, city-level restaurant discovery within the Marriott Bonvoy ecosystem, incorporating search and filtering functionalities to allow users to efficiently find restaurants and earn/burn points.

3. Editorial Inspiration

Developed a comprehensive editorial design system, empowering blog authors with creative freedom and content consistency, and providing a platform for travel inspiration.

Design Sysstem x components

Developed 20+ reusable components, defined typography, grid, and color usage guidelines, extending Marriott's existing system into the dining space.

Accessibility

We initiated the process of achieving AAA accessibility compliance across Marriott's platforms, beginning with the components developed for this project.

Prototyping

Prototyped user flows and component interactions, including detailed motion patterns and bespoke animations, to ensure accurate technical reproduction and enhance user interaction.

Documentation

Provided detailed documentation for all new components, outlining specifications for development across all breakpoints to ensure Marriott's team could build them to our exacting standards.