A FRONT DESK IN THE PALM OF YOUR HAND

Fast Company - - Innovation By Design - —SUZANNE LABARRE

More than 10 mil­lion peo­ple world­wide have down­loaded Mar­riott’s app, which poses a chal­lenge: How do you ap­peal to ev­ery­one—from business trav­el­ing loy­al­ists to brand-ag­nos­tic mil­len­ni­als—on ev­ery leg of a trip? The so­lu­tion, from agency Work & Co, was to turn Mar­riott’s logo, an ab­stract M, into a func­tional piece of UI. The sym­bol sits per­ma­nently at the bot­tom of the screen and serves as a hub for tog­gling be­tween pages, whether you’re book­ing a room, re­view­ing a reser­va­tion, check­ing re­wards points, or or­der­ing room ser­vice. “Touch­ing the Mar­riott mark gets you where you want to go,” Work & Co part­ner Diego Zam­brano says. The app can also sur­face a reser­va­tion be­fore ar­rival or a dig­i­tal room key af­ter check-in. Ac­tive users have in­creased 25% since the new de­sign launched in Fe­bru­ary, and rev­enue through the app is up 50%, with more than $1 bil­lion in gross book­ings.

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