marriott
shuttle service
Designed with Marriott's shuttle service in mind, this mobile application is built to enhance the customer experience by improving communication between guests and shuttle drivers.
Role:
UX & Visual Design
Responsibilities:
High fidelity mock-ups
Paper & digital prototyping
User research
Date:
2017
Timeline
2 Months
I had the pleasure of partnering with app development company Gipper1 to create a straightforward product that's ideal for consumers and businesses alike.
Although this product is intended to be integrated into Marriott's existing mobile app, it utilizes a recognizable platform that allows for adaptation into other services, such as school campus transportation.
I had the pleasure of partnering with app development company Gipper1 to create a straightforward product that's ideal for consumers and businesses alike.
Although this product is intended to be integrated into Marriott's existing mobile app, it utilizes a recognizable platform that allows for adaptation into other services, such as school campus transportation.
the challenge
Streamline the hotel shuttle transportation process to minimize confusion for users, particularly those navigating unfamiliar areas.
Facilitate easy service requests for guests and enable shuttle drivers to maintain clear communication with them.
Streamline the hotel shuttle transportation process to minimize confusion for users, particularly those navigating unfamiliar areas.
Facilitate easy service requests for guests and enable shuttle drivers to maintain clear communication with them.
Research
Research
Research
Research
I utilized a variety of research methods, including interviews, surveys, and role-play, to gain a deeper understanding of the product’s potential demographic, features, and direction.
I focused on defining the purpose of the application, its functionality, and its target users. Additionally, I sought to understand Marriott's current shuttle service: whether guests need to request a shuttle, the process for doing so, the average wait time, and their overall satisfaction with the service.
I utilized a variety of research methods, including interviews, surveys, and role-play, to gain a deeper understanding of the product’s potential demographic, features, and direction.
I focused on defining the purpose of the application, its functionality, and its target users. Additionally, I sought to understand Marriott's current shuttle service: whether guests need to request a shuttle, the process for doing so, the average wait time, and their overall satisfaction with the service.
I utilized a variety of research methods, including interviews, surveys, and role-play, to gain a deeper understanding of the product’s potential demographic, features, and direction.
I focused on defining the purpose of the application, its functionality, and its target users. Additionally, I sought to understand Marriott's current shuttle service: whether guests need to request a shuttle, the process for doing so, the average wait time, and their overall satisfaction with the service.
I utilized a variety of research methods, including interviews, surveys, and role-play, to gain a deeper understanding of the product’s potential demographic, features, and direction.
I focused on defining the purpose of the application, its functionality, and its target users. Additionally, I sought to understand Marriott's current shuttle service: whether guests need to request a shuttle, the process for doing so, the average wait time, and their overall satisfaction with the service.
survey
I launched an online survey to assess the frequency of airport shuttle use, gauge interest in a mobile app for this purpose, and identify the potential user demographic.
I launched an online survey to assess the frequency of airport shuttle use, gauge interest in a mobile app for this purpose, and identify the potential user demographic.
interviews
I visited a Marriott hotel in Baltimore, MD to conduct interviews with guests, employees, and the manager on duty. This provided insights into the behind-the-scenes operations of Marriott's shuttle service.
I visited a Marriott hotel in Baltimore, MD to conduct interviews with guests, employees, and the manager on duty. This provided insights into the behind-the-scenes operations of Marriott's shuttle service.
role-play
I used the shuttle service from a Marriott hotel to Baltimore-Washington International Airport and back to better understand the current user experience. This exercise offered me a clearer view of the steps a traveler must take to secure transportation.
I used the shuttle service from a Marriott hotel to Baltimore-Washington International Airport and back to better understand the current user experience. This exercise offered me a clearer view of the steps a traveler must take to secure transportation.
insights
The process of requesting and catching a shuttle to the airport and back was unnecessarily complicated.
At the hotel, guests were advised to ask a desk employee to request a shuttle rather than using digital signage to check arrival times.
There is minimal guidance for guests arriving at the airport who need a shuttle to their hotel. I waited outside for over 30 minutes before seeking help at the airport information desk, where I was told to call the hotel directly to request a shuttle.
Survey respondents showed strong interest in a mobile app but were less enthusiastic about digital signage.
The solution was to simplify the service and reduce traveler confusion with a user-friendly mobile application.
The process of requesting and catching a shuttle to the airport and back was unnecessarily complicated.
At the hotel, guests were advised to ask a desk employee to request a shuttle rather than using digital signage to check arrival times.
There is minimal guidance for guests arriving at the airport who need a shuttle to their hotel. I waited outside for over 30 minutes before seeking help at the airport information desk, where I was told to call the hotel directly to request a shuttle.
Survey respondents showed strong interest in a mobile app but were less enthusiastic about digital signage.
The solution was to simplify the service and reduce traveler confusion with a user-friendly mobile application.
preliminary sketches
Using the assumptions and insights from my research, I started the ideation process with sketching, which allowed me to map out user journeys and flesh out potential features.
Using the assumptions and insights from my research, I started the ideation process with sketching, which allowed me to map out user journeys and flesh out potential features.
paper prototype (v1)
Creating a simple paper prototype helped facilitate user testing and rapid iteration.
Creating a simple paper prototype helped facilitate user testing and rapid iteration.
user testing
The shuttle service location prompts on the home screen did not perform well in testing.
As a result, this feature was replaced with a "Request Pick-up" button, which provides users with feedback and an estimated arrival time for the shuttle.
The shuttle service location prompts on the home screen did not perform well in testing.
As a result, this feature was replaced with a "Request Pick-up" button, which provides users with feedback and an estimated arrival time for the shuttle.
Testers found that using a single location marker for both the guest and the driver was confusing.
To address this, distinct icons were designed for the guest and driver to make it easier to differentiate between the two. Additionally, it was recommended that the map should default to showing the user's location rather than the driver's.
Testers found that using a single location marker for both the guest and the driver was confusing.
To address this, distinct icons were designed for the guest and driver to make it easier to differentiate between the two. Additionally, it was recommended that the map should default to showing the user's location rather than the driver's.
Since the "Pick-up" notifications only allowed the driver to confirm, it was recommended that confirmation be automated.
The driver now receives an alert that automatically integrates the destination into their current route, requiring no action on their part.
Since the "Pick-up" notifications only allowed the driver to confirm, it was recommended that confirmation be automated.
The driver now receives an alert that automatically integrates the destination into their current route, requiring no action on their part.
paper prototype (v2)
Leveraging the feedback from user testing, I created and revised multiple versions of the paper prototype until we landed on a solid final product.
Leveraging the feedback from user testing, I created and revised multiple versions of the paper prototype until we landed on a solid final product.
final product
impact
Following the conclusion of the project, Gipper1 presented the concept to a group of executives at Marriott International.
The project was approved for adoption and funding, but due to the significant impact of the COVID pandemic on the hospitality industry, work and funding at Marriott were delayed, resulting in the project being paused.
Following the conclusion of the project, Gipper1 presented the concept to a group of executives at Marriott International.
The project was approved for adoption and funding, but due to the significant impact of the COVID pandemic on the hospitality industry, work and funding at Marriott were delayed, resulting in the project being paused.
