Hotel Booking B2C
Designing for Growth
Overview
Product designer on a B2C hotel booking platform. Designed across search, booking, checkout, and signup; built the foundations of the design system.
Problem
The funnel leaked at every stage and nobody could agree where. Decisions were being made on gut, not behaviour.
Constraints
Small design team. A lot of APIs to rely on and figure out our way around them. Real-money conversion stakes. Every shipped change had to defend itself in numbers.
What was broken
Inconsistent UI across the product (designers and engineers were each rebuilding the same components). No structured way to test what was actually working. Loaders that said "Searching our finest rooms..." but couldn't explain why the next screen looked nothing like the last.
Design decisions
Ran a structured A/B program on the core funnel — shipped winners, learned from "losers" – learnings, fed both into the next cycle. Built the design system from the inside out: tokens first, components second, patterns third. Grounded redesigns in user interviews rather than stakeholder opinion.
Outcome
A design system adopted end-to-end by design and engineering, a measurably tighter funnel, and a habit of testing that outlasted my time there.