Why has Marriott's mobile check-in feature seen a 30% drop in usage over the past quarter?

Introduction

Marriott's mobile check-in feature has experienced a significant 30% drop in usage over the past quarter, raising concerns about user engagement and the overall effectiveness of this digital touchpoint. This analysis will systematically investigate potential root causes, generate data-driven hypotheses, and propose actionable solutions to address this decline.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Has this 30% drop been compared to the same quarter last year?

Why it matters: Seasonal fluctuations could explain the drop without indicating a deeper issue. Expected answer: Yes, it's been compared and the drop is still significant. Impact on approach: If seasonal, we'd focus on optimizing for peak periods; if not, we'd investigate broader issues.

• Considering user segments, I'm curious about the distribution of the drop. Is the 30% decrease uniform across all user types, or more pronounced in certain segments?

Why it matters: Identifying affected segments could pinpoint specific user needs or technical issues. Expected answer: The drop is more significant among leisure travelers compared to business travelers. Impact on approach: We'd tailor our investigation and solutions to the most affected user segments.

• Thinking about recent changes, have there been any updates to the mobile app or check-in process in the past quarter?

Why it matters: Recent changes could directly impact user behavior and feature usage. Expected answer: A minor UI update was implemented two months ago. Impact on approach: We'd scrutinize the impact of these changes on user experience and workflow.

• Considering alternative check-in methods, has there been an increase in usage of other check-in options during this period?

Why it matters: Users might be shifting to other methods rather than abandoning digital check-in altogether. Expected answer: There's been a slight increase in desk check-ins, but not proportional to the mobile drop. Impact on approach: We'd investigate why users might be reverting to traditional methods and address those factors.