Mobile UX Analysis

Comprehensive Competitive Intelligence

Background

Mobile technology has given the hospitality industry a way to engage with hotel guests in innovative ways, like; mobile check-in, keyless entry, room services, and more. The competitive landscape is constantly changing with new players, app features, services, or adjustments to existing features.

As part of the mobile team at Marriott Ecommerce, I conducted a thorough analysis of the competitive landscape. The results of which were used to prioritize new and roadmapped features, as well as update benchmarks in executive presentations.

My Approach

• Compare hotel brands and OTA's against a comprehensive list of digital touch points with detailed scoring criteria
• Summarize scores using harvey balls, across top-level categories, complete itemization, and individual brands
• Compile all relevant notes with link to specific screenshots

Detailed Assessment

Competitive Landscape

I focused my analysis on tech-savvy brands and OTA's across the industry.

Itemized Touchpoints

I assembled over 50 digital touchpoints a guest would or could encounter before, during and after staying in a hotel. These included, mobile apps, responsive websites, redemption purchases, local attractions, hotel events and entertainment to name a few. I then scored each item according to its own criteria and scale, captured screenshots, and compiled my notes.

Mobile App Comparison

Several months later, I took a deeper dive into a few industry apps to compare the UX as well as depth and breadth of features. In my analysis, I looked at Android and iOS apps on a phone and tablet.

Comparison of Mobile UX & User Flows

OTA Reservation Screens

After reviewing industry-wide travel apps, the simplicity of this UX far exceeded others.

Marriott's Reservation Flow

By comparison, our user flows were somewhat similar but far more complicate and cumbersome in a mobile experience. What's more, we provided two opportunities to completely abandon a reservation before confirming it.

Notable Features

I observed wide parity in features but with vastly different UX and functionality. These screens in particular stood out for their simplicity in presenting complex information. From cash vs redemption room rates to a streamlined payment and confirmation screen. Even required CVV and passbook integration.

Deliverables

Executive Summaries

The finding were synthesized into various executive decks.

Crowdsourced Intelligence

To build upon my database of competitive intelligence, I built an online form for any employee to submit.