With 30 distinct brands and 7,600 properties in 133 countries and territories, Marriott International has the most powerful portfolio in the hospitality industry. We worked to evolve the focus of their native app from a booking engine to an end-to-end, contextual travel digital ecosystem; elevating the value of their unified loyalty program and reaching far beyond platinum business travelers.

The Importance of Prototyping

Throughout our design process we created motion studies, lightweight interactions in Principle, and native code to prove out our UX decisions.

We validated our app experiences in Swift to find performant expressions for our designs and fine tune micro-interactions within the app. Our prototypes helped us iterate on tailored experiences while working within the constraints of the platform. We distributed our work to stakeholder devices, enabling them to test our interactions and experience our progress first hand.

A Unified Visual Language

We partnered with the internal Marriott team to translate the Marriott Bonvoy print and broadcast brand guidelines into a holistic digital design system. We took a mobile-first approach, anchoring the work in a comprehensive overhaul of navigation, typography, photography, motion, color, illustration and accessibility of the native iOS and Android applications.

The component-based design system we created considers both web and native app, providing a foundation that can continue to scale across the entire ecosystem and every touchpoint.

10 screenshots taken of the Marriott app that Instrument designed, ranging from home screens, maps, room details, concierge screens, and more

After auditing the onboarding experience, we identified the least intrusive ways to service sign-up, while also educating users on the features and benefits of the program.

As part of this exercise, we established a unique illustration style for these empty states, illustrated by an in-house designer at Instrument.

3 screenshots showcasing the account creation, booking, and reservation lookup designed by Instrument for Marriott

Across Touchpoints, Around the World

We helped fulfill the Marriott Bonvoy promise—to make every journey rewarding—with a memorable, meaningful, and beautiful digital product. By strengthening cohesion across their many touch points, we helped usher in a brand system that can be leveraged across customer engagements from home to front desk to hotel room, and created a seamless and enjoyable experience for travelers across the globe.


  • UI / UX Design
  • Art Direction
  • Visual Design
  • Creative Direction
  • Motion Design


  • UX Strategy
  • Information Architecture
  • Content Strategy


  • Technical Strategy
  • Front-end Development
  • Native Prototyping

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