Problem Statement & Goals
Problem:
Members struggled to find active benefits, understand wallet/e-voucher flow, and redeem offers smoothly — leading to low voucher redemptions and poor discoverability of partner hotels and restaurants.
Our Solution Approach:
The main goal of the MyClubMarriott app was to empower members to:
ISmart voucher management: Simple 3-step flow to redeem or share e-vouchers quickly and without confusion.
Centralized membership hub: One place to access benefits, rewards, hotels, and restaurants.
Effortless discovery: Curated offers and hotel/restaurant browsing with clear CTAs and visuals.
From a design perspective, the goal was to:
Make benefits and vouchers easy to find and redeem through a clear, intuitive UI.
Fit seamlessly into the premium Marriott brand experience with aspirational visuals and consistent design language.
Support a self-service membership experience that scales across regions and diverse user needs.
Research Findings:
Voucher redemption delays: Members found it confusing to locate and redeem vouchers, leading to low usage.
Limited benefit visibility: 68% of users struggled to find all available benefits in one place.
Poor discovery of hotels & offers: Users often missed relevant dining or stay offers due to fragmented navigation.
My Role:
As the Core UI/UX Designer, I was responsible for:
Designed the UI for the the app.
Collaborated closely with:
Product Manager & Product Owner for requirements and priorities.
Developers & QA to align design feasibility.
Stakeholders to review and incorporate feedback.
Target Users
Frequent travellers – want quick access to benefits and vouchers.
Families & groups – need easy voucher sharing and clarity on usage.
Local members – look for nearby dining and hotel offers.
Occasional travellers – prefer simple, region-specific benefits.
Key Features:
E-Voucher Wallet – Store, redeem, and share vouchers in just 3 steps.
Membership Hub – Digital card, benefits, and rewards in one place.
Hotel & Dining Discovery – Browse curated offers with rich visuals and clear CTAs.
Personalized Onboarding – Region and preference-based experience.
Consistent Design System – Brand-aligned UI, reusable components, and accessibility focus.
Key Learnings
Clarity wins: Simplifying voucher flows boosted usability and reduced drop-offs.
Consistency matters: A strong design system ensured a premium, cohesive brand experience.
Test early, refine fast: Usability feedback helped uncover pain points like hidden share options.
Balance design & performance: Optimizing visuals without slowing the app was key.
Reflection
This project highlighted the power of collaboration between design, product, and development. Iterative feedback cycles ensured we built something both functional and user-friendly.
