Members of the Starwood Preferred Guest®(SPG®) loyalty program are savvy travelers.
They know SPG gives them access like no other program and so they are adept at getting the most out of their SPG Starpoints, recognizing the value of earning more, and love to share their victories along the way.
As the SPG program grew, it came time for Starwood Hotels and Resorts Worldwide to take a hard look at how they might improve their loyalty program’s digital experience to better serve their members around the world.
The company was already in the midst of redesigning a new SPG.com and sought a partner to help them build a more holistic, engaging, and inspiring reward redemption experience.
The goal was clear: The new system had to maximize reward redemption by focusing on three key areas:
– Better merchandise all of the Starpoint Reward options;
– Create a more personalized path to rewards redemption;
– Inspire members to treat themselves.
01 ENHANCING REWARDS DISCOVERY
From VIP seats at exclusive concerts, to free stays at more than 1,200 hotels and resorts worldwide, Starwood's loyalty program had earned a premier industry reputation for its wide variety of reward options.
In early 2014, the company recognized that its reward site needed to offer a better way for members to sort through, evaluate, and select from the endless array of reward benefits.
The first priority was to reorganize every reward under an easily-navigable hub. The new system allows users to quickly explore similar reward redemption options within a particular category. The Travel Hub, for example, houses every possible travel option, like booking a flight directly with SPG Flights or transferring Starpoints to 30+ airlines miles programs.
Additionally, the hubs make it easier for members to discover other types of redemption options. The expandable accordion design allows users to quickly scan high-level information on each redemption option in the hub and dive in to learn more.
02 HOW FAR CAN YOUR STARPOINTS TAKE YOU?
Like a personal concierge, the new reward portal is designed to seamlessly guide members to better understand all the unexpected ways they could upgrade their life using Starpoints.
Enter the Starpoint Visualizer. If a member is curious about how many Starpoints they need to redeem a particular reward – like a free night at a hotel – the Visualizer helps them quickly get the information they need.
03 INSPIRE MEMBERS TO LIVE THE #SPGLIFE
Starwood Preferred Guest members are a social bunch.
The increasingly popular #SPGLife hashtag has become the ultimate social connector for all SPG members to share their experiences with the world. The company takes pride in being an integral part of their members’ lives and wanted a way to let members know that they come first.
We collaborated with the Starwood team on a number of ways to make the new reward redemption site a more inspiring experience.
Together, we ensured that members could easily browse through options, let their imagination take them away, and book an experience they’ll never forget.