The document summarizes research findings from user interviews conducted for Marriott. It outlines the research process, goals, methods, and findings. Key findings include: 1) Location is the primary factor in hotel choice; 2) Cleanliness, food quality, and bed comfort are important attributes; 3) Rewards programs are most appealing when they provide free amenities; 4) Users research and book hotels via computer rather than mobile apps; 5) Luxury brands evoke notions of quality and service while Lifestyle brands suggest comfort and frequent travel. The recommendations suggest further usability testing and research into how to promote Lifestyle and Luxury collections.

1. Jaimie Teekell
Researching the User Experience I
Marriott Research Findings
March 6, 2016

2. Jaimie Teekell
Researching the User Experience I
Executive summary
Recently we conducted user interviews of three members of the Marriott’s customer base.
Though examining the findings of those interviews is this presentation’s primary goal, we will
also outline the following:
● A background of the process so far
● Your business needs and our research goals
● Our research methods so far
● A description of how we analyzed the interview data
● The findings of the interviews
● Our recommendations for next steps
Included among the interviews’ findings are audio clips of the interviewees, which will further
elucidate the data.

3. Jaimie Teekell
Researching the User Experience I
Background
1. The Marriott asked us to provide recommendations for the improvement of their digital
properties in order to further their business goals.
2. We conducted a nano usability study of three participants to gain preliminary insights for
our research direction.
3. We recommended research goals and specific research questions.
4. We wrote 10 survey questions to determine demographic and user preference information.
5. We developed research hypotheses to prove/disprove in user interviews.
6. We conducted user interviews of the Marriott’s potential and current users to determine
their preferences and habits.

4. Jaimie Teekell
Researching the User Experience I
Your business goals
1. Increase hotel bookings via digital properties by 10%.
2. Increase reservations for the Luxury and Lifestyle Collection hotel categories.
3. Gain 10K 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).

5. Jaimie Teekell
Researching the User Experience I
Our learning
goals
What are the most common
frustrations for users during the
reservation process?
What experiences do people expect
when choosing a hotel, especially one
from the L&L collection?
What “rewards” do people expect in
the Rewards program?
What distinguishes the app
experience from the website?
Why do people choose the hotels and
flights they do?

6. Jaimie Teekell
Researching the User Experience I
For the interviews...
Why do people choose a hotel? What
do they like in a hotel?
What do people value in rewards
programs?
How much time do people spend on
their computer versus their mobile
device?
Are people aware of the Marriott
brands?
Do people purchase airline tickets in
conjunction with hotel rooms?

7. Jaimie Teekell
Researching the User Experience I
Research methods
Interviews
● A 10-15 minute interview of regular hotel users
to determine user attitudes and preferences
● Three people were interviewed
Surveys ● A survey of 10 questions to determine user preferences and
demographics
Nano usability testing
● A brief observation of users booking via the website
● Three users were observed

8. Jaimie Teekell
Researching the User Experience I
Our interviewees

9. Jaimie Teekell
Researching the User Experience I
Our interviewees
Marie
Female
25-34
Office manager for a medium/small business
Stays in hotels 5-6 times a year
Has not used the Marriott digital properties
in the last 6 months
Portfolio
use

10. Jaimie Teekell
Researching the User Experience I
Our interviewees
Joy
Female
45-54
Retired, volunteers at church and other charities
Stays in hotels 8 nights a year
Frequently uses the Marriott website
but not the app
Portfolio
use
Portfolio
use

11. Jaimie Teekell
Researching the User Experience I
Our interviewees
Ben
Male
25-34
Mid-level software engineer at a large corporation
Stays in hotels 4-5 times a year
Has used the website once in the last 6 months
Portfolio
use
Portfolio
use

12. Jaimie Teekell
Researching the User Experience I
Interview analysis methods

13. Jaimie Teekell
Researching the User Experience I
Analysis methods
Deconstruction - The interview results were broken into pieces
according to subject and interviewee.
Manipulation - The results were sorted so the topics aligned
horizontally and the interviewees vertically.
Generalization and synthesis - Specific data points were merged to
create general rules. In this presentation, we refer to these as
“findings.”

14. Jaimie Teekell
Researching the User Experience I
Interview findings

15. Jaimie Teekell
Researching the User Experience I
Hotel choice
Finding: Location is the first determining factor.
1. Joy looks at favorite brands in the area, such as Marriott and Hampton.
2. Ben uses Google.
3. Two interviewees use Kayak.
4. Two interviewees use TripAdvisor.

16. Jaimie Teekell
Researching the User Experience I
What makes a hotel good?
Finding: Many things!
1. Food is important. Two interviewees mentioned good (and free) breakfasts. Marie
mentioned good food when describing “luxury.”
2. A soft bed. Two interviewees say they check the bed first when entering the room.
3. A clean room. Two listed this.
4. Good room service. Also mentioned by two.

17. Jaimie Teekell
Researching the User Experience I
What makes a hotel bad?
Finding: Smell!
Speaking order: Ben, Joy, Marie.

18. Jaimie Teekell
Researching the User Experience I
Rewards programs
Finding: Getting free things is a big draw.
1. Marie liked when she could verify the price was the same for rewards members versus
anyone else. Then the value was measurable.
2. All 3 interviewees said they like rewards memberships for things they use anyways.
3. Ben said getting free things regularly makes him more interested in the program. Otherwise,
what’s the point?

19. Jaimie Teekell
Researching the User Experience I
App vs website
Finding: People use the computer to book hotels.
1. This finding is important, because the result is deceptive.
2. Although the interviewees overwhelmingly use their mobile device more than a computer,
they all use a computer to book a hotel, even if the computer is at work.

20. Jaimie Teekell
Researching the User Experience I
App vs website (cont)
Finding: People use the computer to book hotels.
Speaking order: Joy, Marie, Ben

21. Jaimie Teekell
Researching the User Experience I
Marriott brand perception
Finding: What people associate with these words...
1. Luxury: Value, good service and the look/feel of money. “Getting an upgrade,” “service,”
“good furniture,” “good environment,” “big rooms,” “good views,” “above average room
service,” “help with bags,” “no hidden fees.”
2. Lifestyle: Traveling often and comfort. “Often.” “Comfort.”
Finding: They knew of hotels in the L&L collections, though they
associated these with Marriott, not the collections.

22. Jaimie Teekell
Researching the User Experience I
Flights and hotels
Finding: People have already booked a flight by the time they think about
booking a hotel. They dislike flight packages.
Speaking order: Marie, Joy, Ben

23. Jaimie Teekell
Researching the User Experience I
Recommendations

24. Jaimie Teekell
Researching the User Experience I
Further study
Usability testing
1. Observe the task flow for users when finding and booking hotels.
2. Determine delights for users.
3. Determine pain points to deduce where abandonment happens.
Market research
1. Determine how to promote L&L reservations.
2. Determine how to promote Marriott Rewards.

25. Jaimie Teekell
Researching the User Experience I
Goals & design
Reevaluate a business goal
● Consider abandoning the business goal of trying to increase flight packages by 5%. Others
who reach your user first have this market cornered.
Focus efforts on improving the website
● Although people love their mobile devices, your users do not use these devices for hotel
bookings enough to rationalize a redesign — especially in light of your business goals.

26. Jaimie Teekell
Researching the User Experience I