Marriott International has more than 5700 properties in over 110 countries and territories around the world, over 1.2 million rooms. The firm divides its properties and brands in four different tiers, the Tier 4 being the top hotels and properties. It includes a remote luxury 15 rooms only hotel with a personal butler as well as a casino-hotel with dozen of restaurants, bars and pools in Las Vegas.
In collaboration with Domani Studios, my mission (with the help of 1 junior designer and 1 UX designer) was to rationalize this Tier 4 based on the distinctive luxury, the breadth of off-room experiences and both of them together.
We divided the work in 3 themes. Each of them has its own design system, on top of which comes the brand's (The Luxury Collection, Ritz Carlton Reserve, The Autograph Collection...) own visual identity.
THEME 1: PERSONAS
This first theme accomodates for hotels with both distinctive properties and large amount of offerings. We are delivering informations and content with a narrative approach based on personas. We begin the flow by showing what a journey in a hotel could be for a persona and let the user pursue the discovery based on its own tastes.
The team and the client chose to illustrate this design system on the The Luxury Collection's Gritti Palace.
THEME 2: COMPANION
For this second theme, we solved the variety of offerings by intrducing The Companion. We defined it as a subtle, contextual assistant that provides additional insight into existing content. Its goal is to drive conversion and reduce complexity. It is meant to seemlessly appear at key moments during the experience in order to provide additional content, information sorting options or add a voice to the visual narration.
The team and the client chose to illustrate this design system on the Ritz Carlton Reserve's Phulay Bay.
We started by establishing rules and then defined & created a range of cards that could be applied and associated with a variety of content blocs of the page.
DESIGN & INTERACTION
THEME 3: MOSAIC
The Mosaic third and last theme is a vibrant grid that brings to life the breadth and depth of offerings available on-property and beyond. This comprehensive array facilitates discovery of points of interest, and ancillary transactions. It is used to nest a various number of activities (i.e. 4 bars, 21 restaurants in one module).
With the help of a sentence buider, any user can sort generic informations and events in order to display what interest him/her the most.
The team and the client chose to illustrate this design system on the Autograph Collection's The Comospolitan of Las Vegas.