Connect
To Top

The new SPG.com

Since I arrived at Starwood last September I have had a lot of very exciting projects in the works and the first of those is now live with the launch of the new Starwood Preferred Guest site. This site is 9 months in the making is the most functionally and technologically complex and innovative site I have ever worked on.

This site not only launches a host of new functionality but also the new brand image and position for SPG. Two of the main attributes of the new brand position are aspirational and access which are two things that do not want to co-exist easily. Since aspirational site design uses a lot of large photos while access needs menus, forms and functionality to let the customer do what they want it was a really challenge to make all of this work.

MY SPG
The first piece of major new functionality appear on the home page with the My SPG module. It is a completely customizable personal portal that lets you control what parts of your account, site content and functionality you would like on the home page. It also allows us to add a nearly infinite amount of new functionality without needing to re-designing or changing the page.


SEARCH RESULTS

We spent a huge amount of time re-designing and architecting the search results from the ground up and so it houses the real horsepower and innovation for the site. Unlike current sites where searching for a hotel requires you to constantly flip back and forth between search results and hotel details pages, the new SPG uses AJAX to let you expand a panel which contains photos, hotel info, specials, current and future weather and more. We also created a new rate display technology that allows members to see the best available rate, the price in Starpoint and the price in Cash & Points at the same time, making comparison shopping and booking quicker and easier.

HOTEL EXPLORER
All travel sites cater those people who know where they are going. But what about travelers who don’t know for sure, are looking for a weekend getaway, are open to suggestions or more aspirational travelers? The Starwood Hotel Explorer gives those travelers an opportunity to find travel destinations and hotels based on their travel and activities interests not just price or location.

Projects like this are never finished and there is a lot more to the site than just this, a lot more planned and all the tweaks that always come once something of this size and complexity is put up live.

You must be logged in to post a comment Login

Leave a Reply

More in Design & user experience

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Spending a lot of time away from home lately so looking forward to getting home tomorrow to see these two crazy ones. #NationalPuppyDay #pugs #pugsofinstagram #pug #puglife  Brunch with @thechiclibrary before I hit the road again #chic #tomford @blackscale #blackscale @tomford #brunch #fashion  I always love the unwritten rule in Barcelona where you can create street art on doors and shutters but not the actual buildings. #streetartbarcelona #barcelona #streetartofficial #streetart #streetartist  Another preview of our commission from @tristaneaton and based on the 'crazy' in letterpress type and archery target you should know this is my side of the piece. #tristaneaton #tristaneatonart #tristaneatonmural #streetart #streetartist #streetartofficial  No caption does this justice because @tristaneaton is an absolutely brilliant artist. @thechiclibrary and I each gave him a list of what we love and inspires us which he used to create this massive 8' x 4' painting that he is finishing today. It can't get here fast enough. #streetartofficial #streetart #streetartist #tristaneaton #tristaneatonart #tristaneatonmural #commission #modernart #mural
 Another preview of our @tristaneaton commission. Full photos coming soon #tristaneaton #tristaneatonart #tristaneatonmural #streetart #streetartist #streetartofficial  The @obeygiant globe is a limited edition replica of the one which hung from the Eiffel Tower last year and was made by the worlds oldest globe maker. #galerieitinerrance #streetartparis #streetart #streetartist #shepardfairey #obeygiant #obey @galerie_itinerrance  My kind of street art from the Gothic Quarter in Barcelona #streetart #streetartist #streetartofficial #barcelona #streetartbarcelona #hola #skull  Our abdominal snow Pug loves the weather and the 16" of snow at our house north of NYC which feels more like north of the wall today. #pug #pugs #pugsofinstagram #nyc #westchester #snow #northofthewall  For those who asked about where to find the @invaderwashere is at @picassomuseum - remember it's an old piece before he got his style down so maybe look down at the last doorway on the south end of the museum. #streetart #streetartist #streetartofficial #streetartbarcelona #spaceinvader #invader #invaderwalls
 More in love with our @obeygiant from @galerie_itinerrance more every day. #streerart #shepardfairey #shepardfaireyart #shepardfaireyobey #streetartist #globe #earthcrisis  Feels a bit like Xmas today as our Earth Chrisis @obeygiant pieces and more showed up from @galerie_itinerrance in Paris. #obeygiant #obey #shepardfairey #streetartist #streetart #streetartparis #galerieitinerrance  Briefcase 2.0 thanks to @louisvuitton Avenue champ de Elysees #apolloalldaybag #louisvuitton #louisvuittonmonogram #monogrameclipse #lv #design #creativedirector  Thanks to @quiccs for the new addition to the collection - a black Forbidden TEQ63. It's the perfect middle size between my two @huckgee TEQ Skullheads. #quiccs #urbanvinyl #huckgee #huckgeeskullhead #dunny #skullhead  Barcelona street art public service announcements #streetart #streetartist #streetartofficial #streetartbarcelona

Copyright © 2015 Stephen Gates