Graduate UXD presentation on the value of user research for Marriott.com

1. Marriott
User Research
Findings
JONATHAN COEN
IAKM 60103: USER RESEARCH 1
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2. Executive Summary
Marriott has contracted Jonathan Coen to
identify issues with it’s current digital
properties before embarking on a
reorganization and redesign of the Marriott
mobile app and Marriott.com.
This report presents Marriott’s business
goals and objectives, then shows how user
research was applied to learn more about
how Marriott’s goals related to the goals of
their users.
This presentation will cover:
 A background on the project
 Marriott’s digital business needs
 User research goals and methods
 User research results and analysis
 Recommendations for the redesign

3. Project Background
User research is how we determine the way people use a
product, what they do when they use it, and how they feel
about using it. We give users tasks and we study the ways
they attempt to perform these tasks in their natural
environment.
Along the way, we identify their thought process, their
priorities, and whether or not they were able to achieve
their goals in a timely manner.
It is important to note that the business goals of an
organization do not always line up with the goals of the end
user. User research helps us to avoid our own biases when
we create products for people who invariably think
differently than we do.
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4. Project Background (continued)
We know from studies done by Forrester Research that good
customer experiences help drive sales. In fact, users who
have good customer experiences are:
• 16% less likely to switch brands or companies
• 16% more likely to recommend a company to others
• 14% more likely to pay for products or services
User research reduces the risks associated with the launch of
a product by proving its quality before it launches.
ImageSource:Marriott.com

5. Marriott’s Business Goals
Marriott has already identified what it believes to be its top five business goals for its digital
properties and expects the upcoming redesign project to:
1. Increase hotel bookings via digital properties by 10%
2. Increase reservations for their Luxury and Lifestyle Collection hotel categories
3. Gain 10,000 incremental members of the Marriott Rewards loyalty program in the first
quarter after the redesign
4. Decrease by 20% the number of people starting and then abandoning a reservation
5. Increase by 5% the number of people choosing a hotel and flight package (vs. just booking
their hotel alone)
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6. How do we get business goals & user goals to line up?
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7. UX & Marriott’s Business Goals
Researching the habits of Marriott’s current and potential customers can
help achieve these goals.
1. To increase hotel bookings, we must determine what makes a
customer choose Marriott over another search application.
2. To increase reservations in high-end properties, we must study the
way customers evaluate their decisions and assign value.
3. To gain members in the Marriott Rewards loyalty program, we must
determine what incentives made current members join.
4. To decrease number of abandoned searches, we must determine
what pain points currently exist in the hotel search/booking process.
5. To increase hotel and flight packages, we must determine what
incentives cause a Marriott customer to change their current patterns.
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8. Research Goals
Conducting user research before design recommendations
are made can help Marriott:
 Focus the user interface on the most commonly
performed customer tasks
 Reduce the risk of a user interface emphasizing the
wrong tasks
 Reduce overall development time
 Stop wasted development time
 Increase the chances of customer satisfaction
and retention
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9. Research
Methods
Follow-Up User Testing
To verify that the steps we have taken are correct.
Data Analysis
To draw the right conclusions from our data gathering.
Qualitative User Interviews
To gain insights into customer decision making processes
Quantitative User Questionnaire
To find user data that can be measured
Initial Usability Testing
To see how customers use the current Marriott digital properties
In order to achieve our goals,
we recommended that data
gathering begin a series of
research methods.

10. Research Methods: Nano Testing
Nano Usability Testing is a method for quickly assessing how well users can perform a task. In this
case, I sat down with three potential Marriott customers and asked them to go through their
regular process for evaluating and booking a hotel on Marriott.com.
1. Each test was performed in the comfort of the customer’s home on their own device.
2. In each session, the potential customer was asked to narrate what they were attempting to
do, the things they were looking for, and the problems they encountered.
3. I gave them no guidance and answered no questions as they used the site.
4. Each session was filmed for later review and analysis.
5. Each session took less than 10 minutes.
ImageSource:GoodWorkLabs.com

11. Research Methods: User Questionnaires
User Questionnaires allow us to ask the same questions to different audiences at different times.
This gives us the option of comparing and measuring answers, as well as informing our thought
process in focusing our user interviews. With each question, users are given set answers to choose
from.
Sample Question:
What device are you most likely to use when booking a hotel room?
a) I only use mobile apps
b) I mostly use mobile apps
c) I use an even mix of mobile apps and websites
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d) I mostly use websites
e) I only use websites
f) None of the above

12. Research Methods: User Interviews
User Interviews allow us to have conversations with potential customers that shed light on their
thoughts and feelings while they perform certain tasks. While every user interview begins with a
predetermined script, follow-up and deep-dive questions will allow us determine not just what users
do, but also why.
Sample Questions:
•Have you ever used a mobile app to search or book a hotel? If so, what caused you to book using a
mobile device instead of a full desktop site?
•Tell me about your thought process when selecting a hotel online. What are the things you normally
consider when comparing your options?
•Outside of travel, what kinds of loyalty rewards programs are you currently enrolled in? What
incentives made you want to join those programs?
•What kinds of incentives do you think would make it worthwhile to enroll in a hotel rewards
program?
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13. User Interview Recordings
All three user interviews were filmed for further review and analysis. An edited version of
interview highlights can be found here:
• Interview Highlights: https://youtu.be/gpFSexk5-rs
Raw footage from all three interviews can be found here:
• User Interview #1: https://youtu.be/GHt2VqaiEVU
• User Interview #2: https://youtu.be/J-RARSTF0fE
• User Interview #3: https://youtu.be/_KmHGjgf8DU
ImageSource:GoodWorkLabs.com

14. Results & Analysis: Nano Testing
Data gathered through all methods is then viewed through the prism of Marriott’s business
goals and user experience questions.
1. The biggest problem subjects faced was a technical issue on the Marriott.com homepage
that didn’t allow them to change the number of guests per room. This is significant because
all three subjects had a negative experience before they saw their first results.
It should be noted that this issue occurred on three different devices in different browsers.
2. Searching for connecting rooms became an issue for two of our test subjects. Marriott.com
was not able to provide this functionality and guests were told to call the hotel (which
undoes the advantages of booking online).
Both subjects on their own called this “frustrating”.

15. Results & Analysis: User Interviews
•Interview #1: Marcus travels sometimes for work but more often for pleasure. He is a Marriott
rewards member and has a favorable opinion of Marriott hotels. He is interested in price,
customer reviews, special rates on rooms, wifi, and room upgrades. He is not particularly
interested in luxury hotels – doesn’t see the value.
•Interview #2: Linda is a novice traveler who prefers to search on her desktop computer. She has
stayed at Marriott properties in the past and thinks they are nice, with good service. She is
interested in hotel locations, price, customer ratings, and wifi. She has never stayed in a luxury
hotel and was not interested in exclusive, members only perks.
•Interview #3: Joseph travels regularly for pleasure and has used both websites and mobile apps
to book rooms. He has never used Marriott.com and focuses mostly on external travel sites. He
is most interested in hotel quality and has stayed at luxury hotels/resorts in the past for special
occasions. He is a member of Starwood hotel rewards and is very interested in good customer
ratings in making a selection.
Note:Allnamesusedarealiases.

16. Specific Recommendations
In regards to Marriott’s business goals, we recommend the following courses of action:
1. Our interviews revealed opinions about high-end luxury hotels but because none of our
interviewees were regular luxury hotel guests, we did not find conclusive data on how and
why these hotels are booked.
• I recommend targeting further usability tests and interviews with existing high-end
customers to determine why they make their decisions.
2. Our interviews revealed opinions about high-end luxury hotels but because none of our
interviewees were regular luxury hotel guests, we did not find conclusive data on how and
why these hotels are booked.
• I recommend targeting further usability tests and interviews with existing high-end
customers to determine why they make their decisions.

17. Specific Recommendations (continued)
3. All three interviewees participate in various rewards programs. Only one was already a
member of Marriott Rewards. The other two seemed interested, based on the kinds of
incentives offered.
• Interest in rewards programs already exists. In order to boost Rewards membership by
10,000 in the first quarter after launch, I recommend that Marriott experiment with
double and bonus points periods to lure customers in.
4. A variety of answers were given about why searches would be abandoned. User research
based on our small sample size was inconclusive.
• I recommend that the questionnaire and interview sample sizes be expanded and that
new tests should be run. In addition, further questions could be added about this subject.

18. What’s Next?
Moving forward, we recommend the following
courses of action:
• Create user personas that will provide snapshots
of Marriott’s target audiences.
• Conduct card sorting tests to see how likely
Marriott customers organize and prioritize data
and search criteria.
• Once a minimum viable product has been created,
begin new rounds of user testing on the same
goals to ensure that task completion rates have
improved.
• Launch a new and improved Marriot product with
its quality verified by user testing and data.
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