Overview
Marriott is the largest hotel chain in the world, with the most powerful portfolio in the industry; 30 brands and 7,000+ properties across 131 countries.
As an industry leader, they are always looking for ways to add value to their customers. Implementing travel insurance is a simple way to add an extra revenue stream and make travel easier for their customers especially with the added uncertainty of a virus, travel is riskier than ever.
Publicis Sapient was tasked with adding a travel insurance product into the existing booking flow for Marriott's iOS app and web experience.
I was tasked with designing the app widget and integrating it into the booking flow. This consisted of designing for various user types and booking scenarios while working with their existing design system.
The project worked in agile, 2 week long sprints. The project had 3 phases to fully integrate the widget on both web and app.
Role – UX/UI Designer at Publicis Sapient
Client – Marriott
Timeline – August to November 2021, Launched in Dec 2021
Tools – Sketch, InVision, Mural
Team – Jaime Javier Grant, UX Design Lead
Team based out of US, India & Canada
The Challenge
How might we seamlessly integrate travel insurance into the existing booking flow?
Competitive and Out-of-Category Analysis
We began by exploring how other companies in the travel industry and out of the travel industry integrate add-ons to their flows. We were specifically looking for placement in flow and visual elements.
Concepting
• How can we make the information digestible (Bullet points, check marks)
• How do we design the widget so that it's easy to spot and is noticed by users
Final Widget Design
User Flow & Scenarios
• What does the booking flow look like for a member/signed-in user vs. a guest user
• How can we push travel insurance after booking is complete, giving users a second chance to opt-in
• Cancel and modify their booking
• How is travel insurance presented in the charges summary
• Currently travel insurance is only available to US residents so how do we notify users when they qualify and when they don't
Signed-in Member Flow Prototype
Impact & Figures
We established an additional revenue stream for Marriott and created enhanced value for customers, by offering them a one stop shop for their trip.
Within 2 months of the launch:
• 157,000 insurance policies sold
• $102 Million in gross insured value
• 2.4% take rate
• $2.4 Million in commissions to Marriott
via Getty Images
