Overview
Figma, Miro, Canva, Zoom
Challenge
Role
Time
Tools
This UX case study explores how to redesign the hotel booking flow based on usability testing and user research. The goal was to identify pain points in the booking journey and create a simplified, more transparent user flow that improves discovery, clarifies options, and streamlines checkout.
User testing revealed recurring frustrations across multiple booking sites:
🏖️ Difficulty finding hotels near desired locations
🍳 Unclear if breakfast was included in the price
🔁 Confusion around refundable or changeable rooms
💳 Checkout pages lacking a clear summary
🛏️ Room features and add-ons not visible enough
➡️ These insights highlighted the need for a clearer, more intuitive booking journey.
UX designer (solo): Notetaker, Moderator, Workshop facilitator, Information Architecture, Webdesign, with peer support for tests and card sorting
Sector
Hospitality – Hotel booking flow
12-month UX Design Institute program
Project:
Simplifying Hotel Booking Website
Research
Method:
3 Usability Test Interviews – To observe how users book hotels and identify friction points.
Competitive UX Benchmarking – Observation of booking journeys across multiple hotel sites to assess usability and transparency.
Affinity Mapping – Synthesized and grouped research insights to reveal emerging patterns and pain points.
Key Findings:
Users struggled to find hotels near the beach
Pricing and breakfast inclusions often unclear
Booking refundable/changeable rooms was confusing
Checkout lacked a clear summary
Add-ons and room facilities were not visible enough
These insights formed the foundation for the Define stage.
Competitive UX Benchmarking → Observation of booking journeys across multiple hotel sites
Note-taking & Transcriptions → From Interviews and Usability Tests
Early Affinity Clustering → Organising raw notes into preliminary groups (pre-labeling stage)
Affinity Mapping (Miro) → Grouping pain points & themes
Early synthesis stage → Organizing raw observations per hotel prior to thematic grouping.
