The Saint Alban
The Challenge
Define and design the primary user flow for completing an online booking for a hotel website. Optimise and simplify the complex process of booking a hotel online to reduce information overload and confusing content for the user.
Our Approach
Strategic Discovery
We conducted rigorous competitive benchmarking to dissect market trends. By auditing industry leaders, we identified the critical friction points where users typically abandon their journey: namely, pricing ambiguity and cluttered layouts.
User Psychology & Mapping
Through targeted user testing and the development of a comprehensive Customer Journey Map, we visualised the emotional and functional pain points of the guest. This data-driven foundation ensured every design decision addressed a verified user need.
Logic First Prototyping
Using Figma, we developed medium-fidelity prototypes stripped of all UI aesthetics. This "naked" design approach allowed us to validate the structural integrity and flow of the journey, measuring task success and speed, without the distraction of visual styling.
The Outcome
Streamlined Navigation
We replaced "rabbit hole" navigation with a linear flow. By introducing progressive disclosure and clear hierarchy, we ensured users only encounter information at the precise moment it becomes relevant.
Absolute Transparency
To combat "price shock," we engineered a real-time digital receipt. This backend-integrated feature provides a live breakdown of costs, including customisations and fees, fostering immediate user trust.
Optimised Performance
By simplifying the Information Architecture and removing redundant assets, we significantly enhanced site responsiveness. The result is a high-velocity booking experience that respects the user’s time and reduces bounce rates.