Mobile optimization for the 3rd largest hotel reservation website


Focusing mainly on desktop traffic, the existing product didn’t completely leverage more than 50% of incoming traffic, which landed on the mobile version with below average KPIs, as indicated by analytics.

However, existing best practices such as A/B testing everything provided me with a good starting foundation in shifting from reactive to proactive UX improvements and looking at the big picture


  • Improved mobile conversion rate by 16.5% through payment flow optimisation based on data analysis on previously determined KPIs
  • Process

    By reviewing analytics data, existing flows and landing pages, I was able to pinpoint weak-points that drove down key metrics and act on them.

    This included:

  • Defined a set of KPIs in order to have a data driven design approach
  • Optimised information architecture on landing pages and improved completion time for several steps
  • Indexed existing components that later on led to an unified style guide within a design system that decreased development time and assured consistency
  • Action map
    Draft Personas
    Mobile hotel page & date picker
    Mobile payment steps
    Components for design system

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