From browsing to booking

The website wasn’t failing aesthetically — it was failing strategically. Visitors kept asking the one question the site never answered: what am I actually paying for?

from 0.25% to 1.85%: 6.4× conversion rate
after the redesign: +44% engaged sessions
same task, before vs. after: 4.5 → 8.8 average usability score
opened since, on the same design: 3 more locations

Role

Product designer & research lead

Timeline

4 months

Team

CEO Developers Marketing team

Platform

Responsive web Czech + English

In short

The brief: There wasn’t one. I approached OROOM myself and made the case for structured UX research, which grew into leading the full redesign — research, design and implementation alongside the developers.
What I designed: Three moves: sell the experience rather than the room inventory, borrow the credibility the hotel already had on Google and Booking.com, and one master calendar to compare every room’s availability at once.
The approach: I started from recordings and reviews rather than opinion, and tested the same orientation task before and after. Shipped with the in-house developers, responsive, in Czech and English.
What changed: Conversion 0.25% → 1.85% (6.4×), engaged sessions +44%, and the usability score on the same task 4.5 → 8.8. OROOM has since opened three more locations on the same design.

Process

One website. Researched, argued for, redesigned, tested.

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In short

Process

01My roleThere was no brief. I made the case for research, then led the redesign with the developers.

02Three movesSell the experience, borrow the credibility, one master calendar.

03The clientThe CEO, on what it changed.

00OverviewA themed-room hotel with five-star reviews and a website converting at 0.25%. There was no brief; I made the case for one.

00ResearchTen usability sessions, Hotjar recordings and analytics: visitors doubted the business, couldn't see the value, and clicked a calendar that gave nothing back.

00DefineThree pain points, three how-might-we questions, three features — and the presentation that turned leadership around.

00DesignSketches, a kickoff with the franchise owners, and a redesign built on three moves: sell the experience, borrow the credibility, one master calendar.

00TestingThe same tasks scored before and after: 4.5 → 8.8 on orientation, 5.8 → 8.9 on booking.

00ImpactConversion 6.4×, engaged sessions +44%, a customer's thank-you, and three more locations on the same design.

00Before and afterThe room page, then and now.

00LessonsThe highest-leverage move was creating the mandate.