OROOM

About the business /

Imagine booking a room that takes you to another world—a night in India or Japan with role-play stories, costumes, and the privacy to escape everyday life.

Yet OROOM’s website wasn’t telling this story. It struggled to capture it's magic, leaving potential customers confused and disengaged. That’s where I came in.

Yet OROOM’s website wasn’t telling this story. It struggled to capture its magic, leaving potential customers confused and disengaged. That’s where I came in.

THE problem /

Weak value presentation and low user engagement

Conversion Rate

0.25%

*calculated with limitations due to Cookie consent restrictions

Bounce rate

~90%

the challenge /

Convincing the leadership to enhance UX research and potential redesign was the first challenge.

I reached out to OROOM and presented a compelling case for a thorough UX Research, data-driven design and it's possible benefits.

I reached out to OROOM and presented a compelling case for a thorough UX Research, data-driven design and its possible benefits.

my role /

I wasn't just a designer; I was an advocate for change.

I introduced structured UX practices, conducted their first structured customer interviews and usability tests and led cross-functional teams to implement design changes across website versions in Czech and English.

UX Research

usability testing insights /

First-time visitors frequently expressed concerns about credibility and found it difficult to compare room options and dates.

How do you rate your experience with orientation on the OROOM website? (Information provided, navigation on the website..)

20%

30%

20%

10%

Difficult

Confusing

Easy

Intuitive

20%

30%

20%

10%

Difficult

Confusing

Easy

Intuitive

20%

30%

20%

10%

Difficult

Confusing

Easy

Intuitive

Results from 10 monitored testings, showing user's various experiences on the website.

online presence /

Yet the hotel excelled with their reviews.

Google Maps

Booking.com

data analysis /

The website wasn’t failing aesthetically; it was mainly failing strategically. Potential customers were left wondering, “What am I paying for?”

As I dug deeper through stakeholder interviews, user research, testing, and data analysis, a more complex picture began to emerge.

Snippet from Hotjar recordings, showing user confusion as they selected a date on the calendar without any visible feedback, leading to the perception that their actions were ineffective.

define

Prioritisation of the issues /

It was clear that a surface-level redesign wouldn’t take us where we needed.

The service was intriguing, but users didn’t understand what they were paying for, and this uncertainty created hesitation at critical decision points.

key pain points /

01 / Unclear Offering

Visitors struggle to see the value of the stay.

02 / low credibility

Difficult to believe the business is legitimate.

03 / Booking Frustrations

Challenging to compare room options and available dates.

the opportunities /

How might we..

..help users effectively understand the added value of the experience?

..enhance the website’s trustworthiness and credibility?

..help users easily compare room options and make decisions?

features /

I translated opportunities into actions

01 /

Service Value Explanation

Justifying the premium pricing by highlighting the benefits.

Justify the premium price by highlighting the benefits.

02 /

Trust-Building Elements

Implement trust signals such in the suitable placements.

Verified customer reviews in the suitable placements.

03/

Tool for Room Comparison

An accessible overview page of all rooms and dates.

research presentation /

Presenting these findings to leadership was a turning point—the redesign got fully endorsed by the stakeholders.

I demonstrated the disconnect between the website’s current state and customer needs, outlining actionable insights that would drive the redesign process.

design

low-fidelity WIREFRAMES /

Hand sketches

redesign kickoff /

My role extended beyond the design screen; I was the glue that held the team together.

I set the tone for the redesign by aligning the visual direction with stakeholder input and franchise owners' feedback. I worked closely with developers to ensure feasibility, streamlining workflows and minimizing revision time.

Tap to enlarge

Initial designs emphasized emotional design, incorporating immersive visuals and engaging copy that spoke directly to the user’s desire for adventure.

final design /

It was about creating a visceral response—making users feel like they were already part of the experience before they even booked.

feature 1: Service Value Explanation /

I designed with the intent to clearly communicate the value of the experience and evoke emotion.

feature 2: trust-building elements /

To reinforce credibility, I added a familiar looking banner with real-time Google ratings, showcasing consistent 5-star feedback to reassure and convert potential customers.

final design /

It was about creating a visceral response—making users feel like they were already part of the experience before they even booked.

final design /

It was about creating a visceral response—making users feel like they were already part of the experience before they even booked.

feature 3: tool for room comparison /

feature 3: tool for comparison /

I created a brand new master calendar—A clear overview of rooms availability enhanced the intuitive booking flow, making visitors feel confident in their decision.

Scroll to explore

iterative testing

usability testing results /

Usability test scores jumped from an average of 5.15 to 8.85, validating that the new design effectively improved user clarity and satisfaction.

How do you rate your experience with orientation on the OROOM website? (Information provided, navigation on the website..)

BEFORE REDESIGN: average score

4.5/10

20%

30%

20%

10%

Difficult

Confusing

Easy

Intuitive

AFTER REDESIGN: average score

8.8/10

Difficult

Confusing

Easy

Intuitive

50%

25%

How do you rate your experience with the reservation process? (Calendar, date selection, reservation form..)

BEFORE REDESIGN: average score

5.8/10

20%

10%

20%

10%

Difficult

Confusing

Easy

Intuitive

AFTER REDESIGN: average score

8.9/10

Difficult

Confusing

Easy

Intuitive

12%

25%

38%

How do you rate your experience with orientation on the OROOM website? (Information provided, navigation on the website..)

AFTER REDESIGN: average score

8.9/10

Difficult

Confusing

Easy

Intuitive

12%

25%

38%

BEFORE REDESIGN: average score

5.8/10

20%

10%

20%

10%

Difficult

Confusing

Easy

Intuitive

the impact /

From browsing to booking: Conversion rates climbed 6.4x, and engagement increased by 44%, highlighting the improved user experience and journey.

Engagement Sessions

+44%

Sessions longer than 10 seconds or contained a conversion event or 2 or more screen or page views.

Session with Engagement per User

+25%

The average number of sessions per user in the selected period.

Initial Conversion Rate*

0.25%

New Conversion Rate*

1.85%

Increase of Conversion Rate

6.4x

*calculated with limitations due to Cookie consent restrictions

user's feedback /

Real users felt the change

The new elements not only stood out but were appreciated, affirming that the changes made a tangible difference in their booking experience.

*Feedback was shared in Czech—native language of the website

franchise locations /

Following the redesign, OROOM has expanded to three additional locations, all adopting the same website design.

Owner's feedback on redesign /

"As a founder of OROOM.cz I can say that Jana helped us improve our sales funnel. We have not only happier customers but also more of them for better acquisition costs.
Jana delivered what she promised on time and in excellent quality."

-František Churý, CEO

Visit the website

more redesigns

room page BEfore

No description of the room or the service, only a long list of included items.
Large, unstructured, and repetitive photos.
Calendar positioned too low without a clear call-to-action leading to it.

Scroll to explore

room page After

Significantly shortened the page length by logically grouping key information and photos.
Added prominent calls-to-actions throughout the page.
Introduced a review section for each room.

Scroll to explore

room page BEfore

Scroll to explore

room page AFTER

Wayfinder

Newly created during redesign.
New locations for OROOM were opening and a general wayfinder had to be created.

Scroll to explore

usability testing results /

Usability test scores jumped from an average of 5.15 to 8.85, validating that the new design effectively improved user clarity and satisfaction.

How do you rate your experience with orientation on the OROOM website? (Information provided, navigation on the website..)

BEFORE REDESIGN: average score

4.5/10

20%

30%

20%

10%

Difficult

Confusing

Easy

Intuitive

AFTER REDESIGN: average score

8.8/10

Difficult

Confusing

Easy

Intuitive

50%

25%

How do you rate your experience with orientation on the OROOM website? (Information provided, navigation on the website..)

AFTER REDESIGN: average score

8.9/10

Difficult

Confusing

Easy

Intuitive

12%

25%

38%

BEFORE REDESIGN: average score

5.8/10

20%

10%

20%

10%

Difficult

Confusing

Easy

Intuitive

Do I fit into your team? Let's get in touch.

gonsenicova.jana@gmail.com

Do I fit into your team?
Let's get in touch.

gonsenicova.jana@gmail.com

Do I fit into your team? Let's get in touch.

gonsenicova.jana@gmail.com

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Developing products with

data & intention.

My work

OROOM

Plato

The Ordinary

Pages

Home

About

Resume

Contact

Developing products with

data & intention.

My work

OROOM

Plato

The Ordinary

Pages

Home

About

Resume

Contact

Developing products with

data & intention.

My work

OROOM

Plato

The Ordinary

Pages

Home

About

Resume

Responsive redesign boosting conversions and user engagement

Responsive redesign boosting conversions and user engagement

Responsive redesign boosting conversions and user engagement

Client /

Timeline /

team /

Responsibilities /

About the business /

Imagine booking a room that takes you to another world—a night in India or Japan with role-play stories, costumes, and the privacy to escape everyday life.

THE problem /

Weak value presentation and low user engagement

the challenge /

Convincing the leadership to enhance UX research and potential redesign was the first challenge.

Convincing the leadership to enhance UX research and potential redesign was the first challenge.

Convincing the leadership to enhance UX research and potential redesign was the first challenge.

my role /

I wasn't just a designer; I was an advocate for change.

I wasn't just a designer; I was an advocate for change.

UX Research

usability testing insights /

First-time visitors frequently expressed concerns about credibility and found it difficult to compare room options and dates.

First-time visitors frequently expressed concerns about credibility and found it difficult to compare room options and dates.

First-time visitors frequently expressed concerns about credibility and found it difficult to compare room options and dates.

online presence /

Yet the hotel excelled with their reviews.

data analysis /

The website wasn’t failing aesthetically; it was mainly failing strategically. Potential customers were left wondering, “What am I paying for?”

The website wasn’t failing aesthetically; it was mainly failing strategically. Potential customers were left wondering, “What am I paying for?”

The website wasn’t failing aesthetically; it was mainly failing strategically. Potential customers were left wondering, “What am I paying for?”

define

Prioritisation of the issues /

It was clear that a surface-level redesign wouldn’t take us where we needed.

It was clear that a surface-level redesign wouldn’t take us where we needed.

It was clear that a surface-level redesign wouldn’t take us where we needed.

key pain points /

key pain points /

the opportunities /

features /

I translated opportunities into actions

research presentation /

research presentation /

Presenting these findings to leadership was a turning point—the redesign got fully endorsed by the stakeholders.

Presenting these findings to leadership was a turning point—the redesign got fully endorsed by the stakeholders.

design

low-fidelity WIREFRAMES /

Hand sketches

redesign kickoff /

My role extended beyond the design screen; I was the glue that held the team together.

final design /

It was about creating a visceral response—making users feel like they were already part of the experience before they even booked.

feature 1: Service Value Explanation /

I designed with the intent to clearly communicate the value of the experience and evoke emotion.

I designed with the intent to clearly communicate the value of the experience and evoke emotion.

feature 2: trust-building elements /

To reinforce credibility, I added a familiar looking banner with real-time Google ratings, showcasing consistent 5-star feedback to reassure and convert potential customers.

To reinforce credibility, I added a familiar looking banner with real-time Google ratings, showcasing consistent 5-star feedback to reassure and convert potential customers.

To reinforce credibility, I added a familiar looking banner with real-time Google ratings, showcasing consistent 5-star feedback to reassure and convert potential customers.

final design /

It was about creating a visceral response—making users feel like they were already part of the experience before they even booked.

final design /

It was about creating a visceral response—making users feel like they were already part of the experience before they even booked.

feature 3: tool for room comparison /

feature 3: tool for comparison /

I created a brand new master calendar—A clear overview of rooms availability enhanced the intuitive booking flow, making visitors feel confident in their decision.

I created a brand new master calendar—A clear overview of rooms availability enhanced the intuitive booking flow, making visitors feel confident in their decision.

iterative testing

usability testing results /

Usability test scores jumped from an average of 5.15 to 8.85, validating that the new design effectively improved user clarity and satisfaction.

Usability test scores jumped from an average of 5.15 to 8.85, validating that the new design effectively improved user clarity and satisfaction.

the impact /

From browsing to booking: Conversion rates climbed 6.4x, and engagement increased by 44%, highlighting the improved user experience and journey.

From browsing to booking: Conversion rates climbed 6.4x, and engagement increased by 44%, highlighting the improved user experience and journey.

user's feedback /

Real users felt the change

franchise locations /

Following the redesign, OROOM has expanded to three additional locations, all adopting the same website design.

Following the redesign, OROOM has expanded to three additional locations, all adopting the same website design.

Owner's feedback on redesign /

"As a founder of OROOM.cz I can say that Jana helped us improve our sales funnel. We have not only happier customers but also more of them for better acquisition costs. Jana delivered what she promised on time and in excellent quality."

-František Churý, CEO

Responsive redesign boosting conversions
and user engagement

"As a founder of OROOM.cz I can say that Jana helped us improve our sales funnel. We have not only happier customers but also more of them for better acquisition costs.
Jana delivered what she promised on time and in excellent quality."

Do I fit into your team?
Let's get in touch.