1. Findings Report: User Research
Ashley Kraus •

2. Executive Summary Research Methods Research Results Final Goals
Four research methods were utilized during the research process: nano usability testing, user research memos, user questionnaires, and user interviews
Research Results
Results provided insight into how participants felt about luxury options, the reservation process and rewards programs. Each result was then used to make a specific recommendation for improvement in that area
Final Goals
Goals for the continuation of the project include creating design ideas for different aspects of the re-design project and having a step by step layout of the reservation process
Executive Summary

3. Background What is this project about? Our purpose Reasoning
Determining the best areas to focus on for the re- design in order to achieve Marriott’s business goals and increase usability and user satisfaction.
Our purpose
improve user experience of Marriott’s website & app
perform user research to better define design problems and identify user experience opportunities
Reasoning
An initial nano usability test highlighted the potential benefits of performing user research methods which would create data that could be analyzed to further achieve the goals of the re- design project and of Marriott as a company.
Background

4. Background - Business Needs
Increase hotel bookings via the Marriott website and the mobile app by 10%
Business Need #2
Increase reservations for the Luxury and Lifestyle hotel collections

5. Background - Business Needs
Gain 10,000 members to the loyalty rewards program within the first quarter after the re-design
Business Need #4
Decrease by 20% the number of people who start and then abandon a reservation

6. Background - Business Needs
Increase by 5% the number of people choosing a hotel and flight package
How business needs led to research goals
These business needs were examined and used by the design team as a basis for their research goals in order to achieve the type of re-design that Marriott wanted for their website and mobile app.

7. Background - Research Goals
Gain knowledge of the digital user population of Marriott. How could the average Marriott user be described?
Goal #2
Determine why users utilize Marriott’s digital properties. Are they using them for researching travel itineraries, booking rooms, checking rewards, etc.

8. Background - Research Goals
Gain understanding of how users interact with the interface to search, book and complete reservations, and to identify any challenges with these tasks.
Goal #4
Establish a clear distinction between use of the Marriott website and the Marriott app. Which one is being utilized more and for what purposes?

9. Background - Research Goals
Develop insight into user needs for Marriott rewards program both in what they find valuable overall and their expectations for their digital experience with the program.
Purpose
These research goals acted as a framework for the questions that were asked during the user research process. Any information gathered was meant to work towards achieving these goals.

10. Methods & Results

11. Research Methods Step #1: Nano Usability Test
The nano usability test showed the initial importance of continued user research in order to better achieve Marriott’s business goals and the desired outcome for the re-design or their website and mobile app.
Step #2: User Research Memo
The user research memo was used to communicate the important benefits that continued user research would have on the overall project. It was used to seek permission to perform other types of user research that focused on Marriott’s site and app.

12. Research Methods Step #3: Questionnaire Step #4: User Interviews
A questionnaire was developed based on Marriott’s business goals, research questions, and the design team’s user research questions. This questionnaire consisted of closed questions which provided quantitative style data.
Step #4: User Interviews
Questions for the user interviews were based off of those used for the questionnaire but were reworded to encourage the participants to come up with their own ideas and expand upon those. The interviews provided qualitative style data to be analyzed.

13. Re-design Nano Usability Test User Research Goals User Interviews
Marriott decides to improve their website and app.
Goals are created and defined as a framework for future user research
Three interviews performed to provide qualitative data
Re-design
Nano Usability Test
User Research Goals
Questionnaire
User Interviews
Highlights some potential issues with the site and app
Survey of 10 questions that would provide quantitative data

14. User Interview Methods
How were the questions created?
Concepts for interview questions were built off of Marriott’s business goals and the design team’s user research questions. The questions were phrased in a way that would allow participants to respond openly.
Process
An interview guide was created so that all interviews would be consistent as possible in format and narrative
Three participants were selected based on those who were willing to participant with the major requirement being that they had used a hotel/travel site at least once
Each interview was performed in different closed off locations and all were recorded with audio (with consent) to make referring back to the information easier
User Interview Methods

15. Overview of interview participants

16. Data Analysis- User Interviews
Process #1: Summarization
The data from the three interviews was first summarized into relevant observations. The most important concepts found:
Cleanliness of rooms was important to participants
Usefulness of rewards points depended upon frequency of use
Booking multiple rooms is not easy to do online
Hotel room options and amenities are important to users
Needs of the user are important, business versus leisure has different requirements for satisfaction
Rewards programs need to be more appealing to infrequent users

17. Data Analysis- User Interviews
Process #2: Generalization
Observations were then used to make statements that would be influential to the re-design project:
Participants showed a clear preference for making reservations via websites rather than apps
Based on the interviews, booking the hotel rooms was the least intuitive part of the reservation process for users
Risk 2
The majority of the participants stated that luxury is about the amenities involved and the range of options available
Based on the interview participants, the average Marriott user is a casual or infrequent user. Most are utilizing hotel services only a couple times a year for vacations rather than frequently for business.

18. User Interviews- Audio Clips
The following audio clip is some of the most relevant answers from the participant interviews. It is comprised of the questions and responses that the researchers felt were most relevant to the goals and needs of Marriott’s project.
Interview Highlights

19. Research Results Luxury & Lifestyle (business need #2)
Marriott users expect additional amenities and more options in a luxury environment but don’t often feel the cost is worth the time spent. Majority expect food to be included in the price: free breakfast or lunch options.
What do users do on the site? (research goal #2)
All participants interviewed stated that they only use the site to make reservations. They already know what they want and need so they only get on the site when they are ready to act and actually book a room.
Improving rewards programs (business need #3)
Infrequent users see no benefits in joining rewards programs because they don’t use the services enough to get rewards from the process.

20. Research Recommendations
Luxury & Lifestyle - Offer more options
Marriott could create different levels of luxury options available. For example, different styles of luxury packages could offer different room and meal options. That way customers can have a luxury feel at a price that they can afford.
Booking- Simplify reservation process
The major utilization of the website is booking hotel rooms. Making the booking process easier by removing some steps and providing online assistance from staff could improve user satisfaction.
Rewards program- Include the infrequent users
Marriott could increase the numbers of reward program participants by offering rewards that cater to those who are infrequent users as well as the loyal customers. They could also have different types of rewards that are more specific to the type of customer (ex: once a year users vs business users) rather than just the same style program for all.

21. Have several design ideas for the improved rewards program
Have screenshots of the steps required to book a room from start to finish. Use these to determine where steps can be removed/improved
Have three to five examples of different luxury package options that could be incorporated to Marriott’s site
Goals for next meeting

22. Baty, S. (2009, February 17). Deconstructing Analysis Techniques
Baty, S. (2009, February 17). Deconstructing Analysis Techniques. Retrieved December 16, 2015, from techniques/
Goodman, E., Kuniavsky, M., & Moed, A. (2012). Observing the User Experience: A Practitioner’s Guide to User Research. (2nd ed.). Burlington, MA. Morgan Kaufmann
Starmer, S. (2015, December 14). Communicating User Research Findings [Video file]. Retrieved from _1/courses/ dev.ashipka-IAKM /learning- modules/Presentations/ Communicating%20User%20Research%20Findings/res/index.html
Special thanks to all research and interview participants. Your feedback and cooperation was appreciated.
Resources
Articles and pieces used to put together the information for this presentation