The article explores how poor UX decisions can undermine brand loyalty, using the example of citizenM's app and its subsequent acquisition by Marriott. Casper Overbeek, citizenM's chief product officer, developed a seamless user journey within the app that integrated booking, discounts, upgrades, and room controls into one fluid experience. Users could manage their entire stay without switching platforms, creating a frictionless interaction that reinforced brand loyalty. After Marriott acquired citizenM, they redirected bookings from the citizenM app to the Marriott website. This simple change disrupted the user experience, forcing customers to switch platforms mid-journey, which broke the trust established by citizenM’s original design. The article emphasizes that this kind of platform integration often prioritizes technical efficiency at the expense of the user experience, leading to a decline in customer satisfaction and loyalty. The author outlines key strategies for maintaining a seamless user experience during integrations. Companies should audit user journeys to identify potential friction points, understand what attracted users to the original product, and design integrations that preserve continuity. Testing with real users before rolling out changes is essential to catch issues early. Monitoring key metrics after an integration can help identify where users may be dropping off, providing actionable insights for improvement.