Savings & Revenue through Information Architecture

Audit loyalty touchpoints

Hypothesis

Legacy user interfaces contain friction points with high impact operational savings.

Challenges

  • Large site makes it difficult to find opportunities

  • Potential risks exist with even the smallest design changes

  • Cost-effectiveness makes ROI difficult to achieve

Some legacy designs hadn’t been updated for nearly a decade.

Design Process

Collaborate

Design

Collaborate More

Design

High Value Targets

I identified three areas with the highest potential ROI.

  • Member Registration

  • Customer Service

  • Promotions

Results / Impact

  • Streamlined workflows

  • Removed friction points

  • Reduced points of failure

  • Introduced consistent language across channels

$125,000+

Annual cost-savings

up to 30%

Promotion registrations

-2 weeks

Customer support ticket resolution time

10,000+

Member registrations

CASE STUDY

Promotions

Promotions are targeted and personalized marketing campaigns where not all members receive the same promotion. One promotion can generate $50M+ in revenue.

Outside the Digital Architecture

The flow starts outside of the Digital Loyalty team’s information architecture and part of the omni-channel experience for members.

Common Flow (90%)

  1. Member receives a promotion email and clicks the link

  2. Taken to Marriott.com (page load)

  3. Enters email and password (Remember Me feature never remembers password)

  4. Taken to the Promotions page (page load)

  5. Clicks Register on the Promotions page

  6. Member lands on Success page (page load)

Ideal Flow

  1. Member receives a promotion email and clicks register

  2. Member lands on Success page (page load)

Cross-Functional Collaboration

  • Promotions Team

  • Developers

  • Legal

  • DevSecOps

Result

Single-click, no-authentication registration