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Marriott’s previous booking app was divided in unclear silos and the booking experience was cluttered with friction. A brand refresh (done by Mother) hadn’t yet been translated to Marriott’s digital platforms. Marriott wanted to move from being just a hotel brand to a travel brand.
We were tasked with revitalizing core UX flows focusing on navigation and ease of booking. Using the rebrand as a foundation, design a visual system that showcases the new Bonvoy™ brand while also allowing 30+ hotel sub-brands to feel individually branded during booking and stay experiences.
The Main Goal
ontextual, location-based travel app”.
The Traveler Journey
Contextual Home
Location Components
Interaction Model
We created different different rules for different planes. The core experience always lives on the base plane, and relevant subpages utilize the focus plane and sheets.
Achieving a new visual language
Bonvoy Rebrand Elements
Mother set the foundation of a great rebrand with a new logotype, color palette, typography, and inspirational imagery at the core.
“Luxury” properties have high resolution imagery and beautifully curated interior design. “Non-lux” properties usually have lower quality photos, smaller aspect ratios, and interiors often aren’t as curated.
We created components that worked nicely with full bleed images and other storytelling components that provided space for imagery and text. Often times, guests staying at luxury properties are interested in hotel amenities and experiences, so we ensured componentry was available to showcase things like restaurants and spas.