Ever seen new technologies launch, but land with a thud? Or an automated experience that is more frustrating than helpful? It’s not enough to have the latest technology – Marriott believes that creating experiences that ‘wow’ their guests means designing with a human-centered approach. This approach to innovation – Design Thinking – requires everyone’s diverse voices and experiences to help refine and sharpen ideas into their best versions, helping to propel the business forward.
With the hospitality industry being disrupted – Marriott needed to focus on creating amazing travel experiences for their guests that were seamless and expansive. Their goal when testing new concepts and businesses was to deepen loyalty and enable the human connection that people crave when traveling. Successfully innovating means they were adapting to a fast-changing environment – where consumer expectations change rapidly, tech innovations are prolific, and disruption seems inevitable – an inclusive collaboration approach helps them get the best thinking and insights from across the company, so they can adapt quickly to these changes. This approach has helped Marriott maintain its coveted position as one of Fortune’s 100 Best Companies to Work For over the last 20 years.
Jennifer Hsieh, Vice President of Customer Experience (CX) Innovation shares in this presentation Marriott’s journey in the art and science of revolutionary innovation through a human-centered approach. Marriott’s approach includes voices across geographies and demographics, and importantly also across functional areas in the company.