User Research for a Hotel Chain

As part of the UXD master’s degree program at Kent State University, I performed usability testing and user interviews on the Marriott hotel chain’s website. The company sought to increase hotel bookings via its digital properties, decrease abandonment, gain membership in its loyalty program, and increase luxury hotel reservations. Based on my user research findings, I made recommendations for all of Marriott’s business goals.

Please see the executive summary or view a 5 minute video with highlights from the user interviews.