Starwood Preferred Guest Site Design

Client: Starwood Preferred Guest
Role: Creative Direction / Web Design / UI Design

The re-designed of launched the new global visual brand language and new tools, features that were unprecedented in the hospitality industry. The goal of the re-design was to provide members with personalized access to the program and a rich, customized on-line experience.

siteA new vision of hotel loyalty

The re-design of was done to bring not only highlight the users SPG account information but to also show them what is possible with their SPG points. The account section transitions into an SPG Life section which highlights the SPG social media channels and multiple ways for members to use their points like offer and SPG Moments auctions.


redemptionA whole new way to redeem

The re-design also included a complete rethinking of the redemption section of the site.  The previous incarnation was too wordy and confusing so members could never figure out how to effective use it.  The new version of the reception section was completely rethought from the ground up with Code & Theory. The new version of the site clearly laid out all the redemption options and will even show other ways of exploring reception options like trending, highest rated and member favorites.


mobileMobile first web design

The site was designed to be able to work equally well on desktop and and tablets. Elements like rollovers were removed as well as making buttons, form fields and text size larger. Smartphone are served the mobile web version of the site which can be seen here.


webComes in compact sizes too

I also spent a year designing a mobile web version of the SPG site and all 9 of Starwood brand sites. This was done because the desktop site was optimized to work on tablets so the site is served to desktop and tablets while the mobile web version is given to all mobile phones.