Marriott

Design Ecosystem

Kraken

Responsive Web Redesign

Designing a ecosystem

Project Overview

Making Crypto Mainstream

Making Crypto Mainstream

With the acquisition of Starwood Hotels & Resorts, Marriott International collected 30 of the world’s leading hospitality brands. As a result, they needed to evolve their digital brand strategy so that their customers could better understand each of these brands and what makes them distinct, driving bookings and loyalty.

BBH partnered with Marriott to create a multi-brand platform that delivers an exceptional, personalized travel experience.

Implementing a design system of components and a brand framework spanning 4 key themes, not only met these goals, but improved upon the speed to create and publish these brand sites.

As one of the largest and oldest Bitcoin exchanges in the world, Kraken is consistently named one of the best places to buy and sell crypto online.

Between the hacks and the hype, cryptocurrencies have remained shrouded in mystery for mainstream customers. Kraken wanted to be the brand to unlock that world, making it accessible to the many.

As one of the largest and oldest Bitcoin exchanges in the world, Kraken is consistently named one of the best places to buy and sell crypto online.

Between the hacks and the hype, cryptocurrencies have remained shrouded in mystery for mainstream customers. Kraken wanted to be the brand to unlock that world, making it accessible to the many.

Role

Role

Role

Jr UX Designer - Documentation

UX Design

UX Design

Design Team

Design Team

Design Team

Kelly Bignell-Asedo, Michael Salmon, Chantel Zapata Pray, Sylvain Theyssens

Kelly Bignell-Asedo, Antonin Collard, Sylvain Theyssens, Michael Salmon

Kelly Bignell-Asedo, Antonin Collard, Sylvain Theyssens, Michael Salmon

Created

Year

Year

BBH NY, 2018

2019, BBH NY

2019, BBH NY

The Output

An ecosystem that would support 30 brands and appeal to a wider user base

The team came up with a system of components that fit into 4 themes. They tested various navigation structures and created wireframes of increasing fidelity throughout the iterative process, refining based on testing findings.

The system is used now live across all of the former Starwood Brands and we look forward to being able to apply this to the other brands. 

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

Wireframes

Sampling of components

Homepage Wireframes

Choose your own adventure

Upon landing on Kraken's homepage, the user is invited to select a path through four illustration cards with insights, or continue scrolling down for intermediate level content.

Homepage Wireframes

Choose your own adventure

Upon landing on Kraken's homepage, the user is invited to select a path through four illustration cards with insights, or continue scrolling down for intermediate level content.

Marriott+MBE+-+Components

Example of the "Strip : Twin Block" component by brand 

Marriott+MBE+-+Components+By+Brand

Component system in use on Sheraton, St. Regis, and W Hotels

Marriott+MBE+-+Brands+In+Use

Summary

My Role

I was onboarded midway through the project as a Junior Designer. In that role I was in charge of thoroughly understanding the functionality for all the component variations that each brand had and keeping them documented in the library.

Summary

A crypto exchange for everyone

With the challenge of accomodating four personas with very different needs and experience, we created a minimal, functional look and feel that allows the brand to express itself with a strong personality and give the most relevant information to the right user to keep everything approachable.

Visit Kraken.com yourself to explore the crypto waters

Summary

A crypto exchange for everyone

With the challenge of accomodating four personas with very different needs and experience, we created a minimal, functional look and feel that allows the brand to express itself with a strong personality and give the most relevant information to the right user to keep everything approachable.

Visit Kraken.com yourself to explore the crypto waters

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© Pippa Lyttle

© Pippa Lyttle

© Pippa Lyttle