I-Shan Chen's profile

Cobrand Optimization

Cobrand Optimization

Cobarnd Optimization is the testing we ran to explore the opportunities to drive awareness and enrollments for Marriott Bonvoy Credit Card. My role was to research and design UIs for this project. I collaborated with product and web developers to do multiple testings.
We want to focus our test on the reservation path. We've already have prominent credit card placements that preformed really well on Homepage, Review Reservations and Confirmation pages. We would like to see if we can add placements on Search Results, Rate List and Guest info pages that might help increase the enrollment of the Marriott Bonvoy Credit Cards. 
Search Results page
1. Added personalized message above search results list.
2. Added message right next to rate to hint the booking could be free. 
Rate List Menu page
1. Replaced "From 151USD/Night" to "See how to get a FREE stay" on the tab menu. 
2. Added a cobrand message under each rate list. the message only show up when mouse over that particular rate list block to grab users' attention.  

Guest Info page
We created two different flows for testing. 
Option 1 lead guest to chase site to complete credit card applications then come back to finish their booking on marriott.com. 
Option 2 let guest finish booking first then being led to credit card company to finish the credit card application.

Option 1:
1. Added calculation of the estimate room rate that guest need to pay if they apply for the credit card. Call out at the top right below the total rate to create clear comparison of before and after room rates.  
2. Included the pre-filled form with brief credit card benefits list on the side of the form. Guests just need to enter the birth date and click continue button to be led to credit card company to finish application. 

Option 2:
1. Same concept like option one but with different visual. Testing with stronger visual treatments and the small headline on the left or on the right of the math. 
2. Added checkbox item "YES! I want to earn 10,725+ points for this stay when I get the Marriott Bonvoy Boundless™ Credit Card from Chase." If guest check the box, we will direct them to the credit card site after they completed the booking on marriott.com. 
  
The testing contributed to the total credit card digital growth (35%) in Q1/Q2 2019.
Cobrand Optimization
Published:

Cobrand Optimization

Cobarnd Optimization is the testing we ran to explore the opportunities to drive awareness and enrollments for Marriott Bonvoy Credit Card.

Published:

Creative Fields