The hotel already had the trust. The website didn’t.

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%
7.4× 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

~6 months Spring 2023

Team

CEO Developers Marketing team

Scope

Research → UX → UI → desktop + mobile layouts

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.
The approach
I started from guest interviews, recordings and reviews rather than opinion, and asked the same questions before and after the redesign. Shipped with the in-house developers, responsive, in Czech and English.
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.
What changed
Conversion 0.25% → 1.85% (7.4×), 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

01Nobody asked for research. I made the case for it.A themed-room hotel, a website that wasn’t selling it, and no brief.

02Visitors couldn’t tell what they were paying for.Past guests were happy; new visitors doubted the business, couldn’t see what the price bought, and couldn’t compare rooms and dates.

03Sell the experience, not the room.Three moves: the value story, the credibility the hotel already had, and one calendar for every room.

04Same questions, asked twice.Before and after, on the same script: orientation 4.5 → 8.8, booking 5.8 → 8.9.

05The redesign became the template.Conversion from 0.25% to 1.85%, longer visits, and three more locations on the same design.