HOW BAD UX DECISIONS CAN KILL BRAND LOYALTY

Summary from the TLDR Design newsletter

Marriott's acquisition of citizenM broke the seamless, one-app experience that made the brand special. CitizenM had built a tightly integrated flow — booking, discounts, upgrades, check-in, room controls, and playful UX all in one place — powered by a custom backend and consistent brand feel. After the acquisition, the app now redirects users to Marriott's website to book, splitting the journey in two and undermining the trust, simplicity, and delight that drove loyalty and membership. The case shows how platform integrations often prioritize corporate systems over user experience, and how disrupting a unified flow can erode a product's core value.