Team

Marriott Digital

Timeline

2 weeks

Role

UX lead and writer

Overview

Create parity plus positioning during the highly competitive Black Friday/Cyber Monday event to increase bookings and new loyalty member acquisitions. Ensure relevancy to a global audience and a flawless user experience overall.

Objective

To overcome technical issues of the 2014 Black Friday/Cyber Monday campaign that impeded bookings and new loyalty enrollments.

Process

• Determine the root cause of the technical glitches during the 2014 campaign

• For the 2016 kick-off, met with various team members and stakeholders from the previous campaign for a retrospective

• Compiled a competitive analysis to create a baseline for creative

• Arrived at a new campaign theme of “Extreme CyberSale” to rebrand event

• Recommended a “Join Now” button in hero to attract new members

• Collaborated with the UX designer to develop a solution that avoided technical dependancies and net stronger results

• Developed prototypes for several concepts and presented to senior leadership

• Overcame the impediments of using an offshore build team by setting overlapping work schedules so we could “man the phones” and respond in real time

Results

• In 2016, page visits were up 5.6%, with gross bookings totaling 87,766; revenue $10.4MM

• In 2017, the percentage of total homepage visits was up 11%

• The “Join Now” button I recommended adding resulted in a 25% enrollment rate, with 50% of new enrollees booking during that visit