For Marriott's mobile app, should we emphasize adding new features to drive engagement or streamline the interface to improve ease of use and booking conversion?

Introduction

For Marriott's mobile app, we're facing a critical trade-off between adding new features to drive engagement and streamlining the interface to improve ease of use and booking conversion. This decision will significantly impact user experience, revenue, and our competitive position in the hospitality industry. I'll analyze this trade-off by examining our product goals, user needs, and business objectives to determine the most strategic path forward.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking user retention might be a challenge. Could you share our current retention rates compared to industry benchmarks?

Why it matters: Helps determine if engagement or conversion should be prioritized Expected answer: Retention rates are slightly below industry average Impact on approach: Would lean towards engagement features if retention is low

• Considering our revenue model, I assume most bookings come through the app. What percentage of our total bookings are currently made via the mobile app?

Why it matters: Indicates the importance of the app in our overall business strategy Expected answer: 40-50% of bookings come through the app Impact on approach: Higher percentage would prioritize streamlining for conversion

• Looking at user segments, I'm curious about our user demographics. What's the age distribution of our most frequent app users?

Why it matters: Different age groups may prefer features vs. simplicity Expected answer: Majority of users are 35-55 years old Impact on approach: Older users might prefer a streamlined interface

• Regarding technical feasibility, what's our current app architecture? How modular is it for adding new features?

Why it matters: Determines ease and cost of implementing new features Expected answer: Moderately modular, but some legacy systems Impact on approach: Less modular architecture might favor streamlining

• Considering our development resources, what's our current team capacity for mobile app development?

Why it matters: Influences the scope of changes we can realistically implement Expected answer: Team is at 80% capacity with current projects Impact on approach: Limited resources might lean towards focused streamlining efforts