THE IMPACT

This first phase of research helped develop a deep understanding of Marriott associates' current processes, methods, and tools at the properties, as well as their current needs and challenges. 

OUTCOME

• A set of user archetypes and  personas to understand behaviors and traits and build empathy across the organization

• Current state associate journey maps that detail the daily operations of 7 roles on the property and identify design opportunities. 

• A needs framework to understand the core needs that need to be met to address current gaps and workarounds

• A tool to identify design criteria and measure the impact of features

We developed insights that led to the creation of associate archetypes, personas, journey maps, and a core understanding of their hierarchy of needs.

The journey we embarked on is not just a collection of research findings but a narrative that allows us to delve into the insights in context, address pain points, explore opportunities, build empathy, and challenge assumptions.

This narrative approach ensures that we are all on the same page, understanding the user's journey and designing for adoption. 

This tool will allow Marriott to tie action to insights, increase efficiency in operations, and differentiate Marriott tools to deliver excellent guest service.