Increase the conversion rate

Following the usability study of this hotel reservation platform, a project to design a new service offering was launched with the objective of achieving a rapid result, i.e. a MVP (Minimum Viable Product) in 1 month.

With my collaboration, the client set up a mixed project team (UX Designer, Marketing, Sales, Customer Service) to propose a search and reservation path that is intuitive, efficient and in keeping with the image of the hotel group.

UX Designer, Project Manager



3 weeks 1/2

Duration of the project

Applied methodologies

  • Co-design workshops
  • Agile / Lean-UX project management
  • Competors benchmark
  • Personas and user journeys
  • UX Business Model Canva
  • Low and high definition prototyping
  • User tests
  • Reporting


Lean UX approach

Lean UX

The client wanted to iterate quickly in a Lean-UX world, however the team was forced to run the project completely remotely (due to Covid-19 containment) which went against the Lean-UX principles. I then adapted the project management by combining Design Thinking, Lean Startup and Agile to achieve the goal of delivering an optimised MVP in less than a month.

Co-design workshops

Prior to the project launch, a benchmark of the competition and a survey on travel bookings were carried out. The results have been shared with the project team for inspiration.

The team’s co-design workshops enabled us to quickly define proto-personas and their customer journeys. So we proposed a new UX Business Model integrating solutions better adapted to users’ needs: simple and innovative search function, more legible presentation of results, clear and efficient booking path. ‍ The customer journey was then updated with these solutions.

UX Business Model
Primary persona sheet
User journey of the primary persona before redesign

Prototypes and user tests

A product backlog was defined by my and shared to the team to launch the design in Agile mode. 2 sprints with user tests were carried out to iteratively optimise the prototype.

The 2 sprints resulted in an innovative MVP, offering a pleasant experience and a high-performance reservation mode.

Example of a user test feedback summary sheet for a given screen


Report and recommendations

The MVP was highly regarded for its innovation, efficiency and simplicity. The small number of changes required as a result of testing the prototype in Sprint 2 meant that development could be launched in Sprint 3. It was recommended that A/B tests should be carried out at go-live on the key CTA wordings to measure the impact on conversion rates over a larger sample of users.

Re-design of a solution or service?

Prototyping and user testing allow a solution to be quickly pivoted and improved without impacting the development phase. The design phase is far from superfluous: it saves development time and limits the risk of user dissatisfaction.

Contact me

🌱 This website is eco-designed.
It is sustainable and low-consumption.

  • Its A average rating is maximum, obtained according to the environmental performance tool For an order of magnitude, 100 visits per month consume 2.02 l of blue water and emit 135 gCO2e of greenhouse gases.
  • The average weight of the pages of the website is less than 500 Kb.
  • Lighthouse Scores: Performance 95%, Accessibility 94%, Best Practices 100%, SEO 92%.
  • Green hosting at