Marriott.com
Start your next getaway
Rethinking the homepage
Marriott wants to inspire people to travel and boost their confidence of booking hotels.
Marriott, as one of the most famous global hotel brands, saw leisure travel a critical investment for their business. Homepage is an important front door to attract more customers, and help elevate non-members and basic members to be more loyal.
From late 2020 to 2021, Publicis Sapient led the redesign of marriott.com. The new design was launched in 2021 spring.
The brief
Redesign the homepage to be contextually relevant to users and drive leisure conversion. Improve hotel search experience. Create a mobile first experience.
Team
Creative director x1, sr. designer x1 (me), product managers x2
My contribution
UX design, prototypes, UI design & specs
It takes more for non-members to convert
The previous homepage primarily emphasized hotel promotion and deals, with predominantly static content. In order to attract non-member visitors, it is essential to make the content more pertinent to their needs and enhance the search to be an easier and more enjoyable experience.
The new homepage
Content just for you
Non-member or anonymous visitors come to Marriott’s homepage to plan their trips. Exposing the breadth and depth of Marriott’s offerings – as relevantly as we can for non-member/anonymous visitors – directly on the homepage through both search and browse will increase engagement and drive leisure conversion.
“This homepage makes me want to travel. Whoever designed this must be really passionated about traveling.”
- A comment from user testing
More personalized as we know more about you
Content will be tailored based on seasonality, visitor’s location, browsing history, member status and travel history.
Mobile first design
By leveraging Marriott mobile app, the homepage experience on mobile is simple and smooth.
Visual Studies
01
Scrim and accessibility
We use scrim to create color contrast between the background image and text. It is important to make the text legible and also not sacrifice the image appearance.
AA
Level of accessibility:
Strong
02
Grid layout on desktop
Things should not just become bigger from mobile to desktop. On desktop, card layout can be more interesting and flexible.
