Project at a glance
- Problem
- The hotel page needed to reflect new brand guidelines while supporting changing business rules and a modernized technical foundation.
- My role
- Product Designer: research synthesis, interaction design, prototyping and experimentation.
- Team
- Victor Kato, collaborating with Product Management, UX Research and backend, frontend and BFF developers.
- Period
- 2021–2022, with a concept revisited in 2024.
- Outcome
- A redesigned page, an ongoing experimentation approach and a future concept later used as a reference for a component.
Scope:
Following a brand update, the hotel page needed a visual refresh while continuing to support new functionality. My role was to align the experience with the new guidelines and design for the business and technical changes ahead.
Model of the page in early 2021:
Click here to see the full model
The Project:
We began by updating colors, typography, buttons and other interface elements to match the brand guidelines.
The work then expanded into a broader modernization. The existing frontend had accumulated changes over more than seven years, making new features and A/B tests difficult to implement. Design and engineering work were organized across four areas:
For this modernization, we adopted four main strategies:
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Backend developers reviewed and updated the business rules and underlying services.
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Frontend developers refactored the interface using a framework compatible with the company’s architecture.
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A dedicated group built a Backend for Frontend (BFF) layer to connect the interface with backend services.
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I designed the page experience around the revised business rules and the team’s user-experience goals.
My Contribution:
I first studied the business rules that shaped user interactions and technical constraints. The design challenge was to make those rules understandable without adding unnecessary complexity.
With the Product Manager and UX Research team, I reviewed analytics from Google Analytics, Clarity and internal dashboards alongside user research. These inputs helped us prioritize opportunities and develop three improvement hypotheses.
We explored the hypotheses through interactive prototypes, design critiques and user testing. The project then moved into a cycle of implementation and experimentation. I conducted A/B tests using Google Optimize while developers worked on new functionality.
Redesign:
Exploring a future direction
Alongside the iterative redesign, I explored market trends and changes in user behaviour to develop a future concept for the hotel page. It served as a reference for later design work. In 2024, I was invited to design a component based on an idea from that exploration.
Redesign:
Click here to see the prototype
