1. Understanding the User and Objectives

To define the project strategy, I conducted an analysis of:

• Typical online guest behavior — mobile-first, low tolerance for long forms.
• Navigation expectations — speed, clarity, immediate pricing, flexible date selection.
• Common booking engine friction points:
  • Too many steps
  • Information overload
  • Confusing filters
  • Limited visual feedback

My objective: ➡️ Reduce cognitive effort and streamline the booking process for the user.

2. Structuring the User Flow

I analyzed the native IBE flow and redesigned the user journey to improve clarity and conversion:

• Select dates
• Choose number of guests
• View available rooms and rates
• See clear price details
• Add extras
• Enter personal information
• Complete the booking

Focus of my design: Minimize distractions and ensure each step has:

• Essential information only
• Consistent visual hierarchy
• Clear, always-visible CTAs
• Predictable navigation

3. Choosing the Optimal Layout (UI)

I evaluated GuestCentric’s three layout options — Horizontal, Vertical, and Link — and selected the one that offered the fastest, most frictionless initial interaction based on expected user behavior:

• Horizontal — Ideal for homepages with visual impact, encouraging quick searches.
• Vertical — Best for dedicated booking pages or campaigns needing more information space.
• Link (pop-up/modal) — Keeps users focused on a single goal, reducing distractions.

4. Visual Customization (UI Design)

I tailored the interface to align with the hotel’s branding, focusing on readability and user trust:

• Theme aligned with branding
• Improved contrast and legibility
• Optimized spacing to reduce visual clutter
• Strategic placement of CTAs (“Book”, “Continue”)
• Iconography to improve scanning (calendar, beds, guests)

Goal: ➡️ Create a modern, simple, and trustworthy interface.

5. Optimizing Filters and Search (UX)

I configured IBE settings to enhance the search experience:

• Flexible Mode — displays options even if not a perfect match, reducing drop-offs.
• Search Next — automatically suggests nearby dates when unavailable, avoiding frustration.
• Total stay pricing — eliminates mental calculations.
• Promotion highlights — strategically emphasized for clarity and visibility.

Impact: Search became more intuitive, flexible, and conversion-focused.

6. Usability Testing and Iteration

I conducted exploratory usability tests focusing on:

• Mobile-first — large buttons, compact menus, smooth transitions
• Accessibility — contrast, legibility, minimum touch size
• Information clarity — essential info above the fold
• Reducing cognitive effort — avoid repetition, simplify text

Findings I addressed: Pre-filled fields, unclear error messages, stronger visual feedback after actions.

7. Results: UX & Conversion Impact

• Clearer, modern interface
• Fewer unnecessary steps
• Easier search comprehension
• Faster bookings, especially on mobile
• Reduced abandonment during the process
• Increased user trust and satisfaction

Conclusion

The final result is a simpler, clearer, and more efficient booking engine, fully centered on user needs, reflecting my full UX/UI design and implementation approach.