About the project
Marriott provides a standard hotel website (HWS) product to all of its brands. The standard product is a highly templated design, tuned for booking conversion, natural search and scale. HWS Standard delivers a uniform experience helpful to guests who are comparing hotels.
Because hotels are not all the same, Marriott Digital also recognized the need for an "elevated" offering, a product better suited for hotels with diverse services and amenities that could benefit from a richer, experiential way to tell their story.
As a UX designer on this project, my role was create a few preliminary concepts by extending the standard HWS design and making better use of the custom content and photography available for many of our brands. The concepts I would create would serve as a starting point for a later, more formalized design effort.
As a separate effort, I also explored a few simple ways to improve the HWS Standard product by:
- Using content from our brand sites to create a more effective HWS experience
- Reordering the content on the HWS homepage to tell a better story
- Refining the mobile user interface