OROOM

OROOM

Responsive redesign boosting conversions and user engagement

Responsive redesign boosting conversions
and user engagement

Contract Work

Responsive Website

User Research

scope /

March—June 2023

Client Work

Client Work

RESponsibilities /

Contract UX/UI Designer

UX Research

Website Audit

Interaction & Visual Design

Implementation with Development

team /

CEO

Developers

Marketing Team (Paid Media, Account Manager, Copywriter)

Customer Service

quick links /

Wireframes

Final Designs

Live Website

scope /

March – June 2023

quick links /

Wireframes

Final Designs

Live Website

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 this magic, leaving potential customers confused and disengaged. That’s where I came in.

Disclaimer: All views expressed here are my own and do not necessarily reflect the views of the respective company.

the problem /

weak value presentation and low engagement

The website did not clearly and effectively present its unique service, leaving visitors confused and missing critical opportunities to engage them from the outset. Without a strong presentation of the service's qualities, it was perceived as adult services and too overpriced.

Despite substantial investment in paid advertising to attract new customers the overall conversion rate remained unsatisfactory.

Despite substantial investment in paid advertising to attract new customers the overall conversion rate remained unsatisfactory.

Conversion Rate

0.25%

*calculated with limitations due to Cookie consent restrictions

Bounce rate

~90%

*slightly different on each page

business goals /

strategic objectives of the redesign

01 / Enhance website clarity

Clearly and effectively present the unique service offerings, addressing the previous issues of weak communication.

02 / Improve Engagement

Develop a more engaging website to capture and retain visitors, reduce bounce rates, and boost client interaction.

03 / increase Conversion Rate

Increase the conversion rate from 0.25% by optimizing the user journey, booking experience, service value presentation, and overall site usability.

04 / Strengthen User Retention

Convert new visitors into returning customers, moving beyond just attracting traffic to fostering lasting relationships with clients.

project Kickoff /

Convincing Leadership of the Need for UX Research and Redesign

The original and redesigned versions of OROOM's website were created without UX research or user testing. Recognizing this gap, I reached out to OROOM and presented a compelling case for a website overhaul and it's possible benefits. By presenting research results and data, I convinced the leadership of the need for a redesign, which led to a more engaging and user-friendly website.

my ROLE /

Introducing UX Practices, integrating Effective UI and leading implementation

Later, as the first UX/UI designer on the OROOM team, I conducted OROOM’s first structured customer interviews and website testing to guide the redesign, presenting insights to the leadership team and outlining customer expectations and hesitations regarding their unique service offerings.

I collaborated with cross-functional teams and led the implementation of design changes across various website versions and 2 language variations (Czech & English).

solution /

grow trustworthiness and support and communicate service value

The result was a more engaging and understandable website that better communicated the value of OROOM’s unique offerings, aimed at reducing bounce rates and boosting customer retention.

homepage BEfore
  • No explanation of the service itself.

  • Inconsistent video sizes versus room sections without video.

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homepage After
  • Structured visually supporting presentation of the unique service.

  • Consistent interactive room list.

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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.

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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.

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newly created pages during redesign

Wayfinder
  • During the time of the redesign new locations for OROOM were opening and a general wayfinder had to be created.

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master calendar
  • One page allowing visitors to see availability and descriptions of all rooms at the same time.

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1

1

Research

Getting the team on board with the redesign

talking to stakeholders /

managing expectations

It was crucial to understand needs, goals and limitations on the stakeholders side.

CEO & Product Management

Setting up business goals

KPIs for measuring the success

Customer Service

Team

Current care of clients

 Feedback collection process

Marketing team

(PPC & Content)

Key elements missing for effective communication

qualitative user interviews & sUrvey /

what's the added value for oroom customers?

I needed to explore clients' motivations for their visit and understand how current customers perceive OROOM and its unique features.

User type

Previous visitors
of OROOM

Interviews

10 in-person interviews

Survey

55 responses

Age Range

21-66

INTERVIEW INSIGHTS /

users familiar with the service left with enriched memories and find no issues with the website

Users were highly satisfied with their OROOM experience and didn't point out any drawbacks on the website itself. Broader survey data confirmed these findings.

Answers from the survey (55 answers)*

*Only spoke to or received answers from people wanting to return as the compensation for the interviews and survey was a discount code for a next visit.

*Only spoke to or received answers from people wanting to return as the compensation for the interviews and survey was a discount code for a next visit.

OROOM online /

I looked at the website from the users' perspective

Diving into available info online

I wanted to learn more about the current situation and how people perceive OROOM.

01 / the website heuristic evaluation

I identified several areas for improvement: the pages were too similar, contained repetitive information, had lengthy texts, and exhibited inconsistencies in UI elements.

Areas of long, dense texts

Variation of different font styles

02 / OROOM ONLINE PRESence

Analyzing OROOM's platforms revealed overwhelmingly positive reviews with consistently high ratings.

Google Maps

Booking.com

initial monitored usability testing /

what new visitors think of the website?

I conducted initial usability testing and observed user interactions to identify pain points and gather feedback on design and its functionality.

User Type

People completely unfamiliar with
the concept of OROOM

Test sample

5 monitored testings in CZECH

(website’s native language)

5 monitores testing in ENGLISH

(secondary language)

usability testing insights /

Confused about what OROOM offers

New visitors unfamiliar with the concept often questioned the website's trustworthiness, finding the repetitive reviews and their placement and service costs concerning. They also faced difficulties navigating the site and choosing between different room options and available dates.

Overall ratings for navigation and the reservation process were inconsistent.

New visitors unfamiliar with the concept often questioned the website's trustworthiness, finding the repetitive reviews and their placement and service costs concerning. They also faced difficulties navigating the site and choosing between different room options and available dates.

Overall ratings for navigation and the reservation process were inconsistent.

New visitors unfamiliar with the concept often questioned the website's trustworthiness, finding the repetitive reviews and their placement and service costs concerning. They also faced difficulties navigating the site and choosing between different room options and available dates.

Overall ratings for navigation and the reservation process were inconsistent.

Answers from the monitored testing (10 answers)

data analysis /

how customers behave on the website?

Next, I deeper analyzed key metrics from Google Analytics 4 such as bounce rates on various pages, drop-off rates, the number of returning customers, and the conversion rate. Utilizing historical data from Hotjar, I observed user interactions on the pages, examining their behavior, including click patterns and scroll depth.

Conversion Rate

0.25%

*calculated with limitations due to Cookie consent restrictions

Bounce rate

~90%

*slightly different on each page

Tap to enlarge

Snippet from Hotjar recordings: it allowed me to track visitors' paths and behavior on the website.

2

2

define

Prioritizing and focusing on main issues coming from research

main insight /

Visitors who recognize the added value of the experience are less likely to abandon the website immediately and are willing to pay a premium for their stay.

new discovery /

Visitors use ORoom as a mini escape to explore new cultures

Although the role-play storyline has been marketed as the main unique selling point since the business’s inception, visitors considered it more of a nice bonus. They view the experience as a special escape from reality, an opportunity to explore a particular culture, and a mini vacation.

research presentation /
research presentation /

redesigned fully endorsed by the stakeholders

redesigned fully endorsed by the stakeholders

After my Research finding presentation & sharing the list of bugs and issues the stakeholders fully endorsed the redesign and requested that I lead the implementation process with the developers.

After my Research finding presentation & sharing the list of bugs and issues the stakeholders fully endorsed the redesign and requested that I lead the implementation process with the developers.

Prioritisation of the issues /

I listed and categorized all identified issues

I created a summary spreadsheet outlining bugs and desired improvements. We prioritized these with stakeholders and the development team.

This process not only provided visibility for the team into key areas—prompting immediate action by developers in some cases—but also shaped the product roadmap for the quarter.

I created a summary spreadsheet outlining bugs and desired improvements. We prioritized these with stakeholders and the development team.

This process not only provided visibility for the team into key areas—prompting immediate action by developers in some cases—but also shaped the product roadmap for the quarter.

Tap to enlarge

key pain points /
key pain points /

main areas
of issues

main areas to adress

main areas to adress

01 / Uncertainty about the service

New visitors struggle to grasp the added value of the stay, perceiving the price as high and feeling of leaving the website quickly.

02 / Lack of Trustworthiness

Due to the website’s intimate nature users find it difficult to believe the business is legitimate, leading to skepticism and a lack of trust.

03 / Navigation Challenges

Users have difficulty with comparing room options and available dates, as well as navigating the site, which impedes quick decision-making.

the opportunities /

how might we..

how might we..

..help new visitors quickly understand the added value of the experience on the website?

..enhance the website’s trustworthiness and credibility to reassure visitors of the business’s legitimacy?

..improve site navigation and visual appeal to help clients quickly compare room options and make decisions?

features /

translate opportunities into actions

01 /

Value Explanation

Value Explanation

Prominent sections that clearly highlights the unique benefits and value of the experience.

02 /

Trust-Building Elements

Trust-Building Elements

Implement trust signals such as verified customer reviews in the suitable placements.

03/

Tool for Room Comparison

Tool for Room Comparison

An intuitive room comparison page with filters, side-by-side views for quick decision-making.

3

3

design

low-fidelity WIREFRAMES /

Hand sketches

At this phase, I create quick sketches of various ideas and concepts. These preliminary designs are not meant for stakeholder review but lay the groundwork for developing wireframes in Figma. They assist in structuring content and layout plans for subsequent screen designs.

design pivot /

a new franchise location needed to be incorporated into the current website

Tap to enlarge

I urgently developed restructured the sitemap to streamline user flow and minimize clicks.

Setting the tone for the complete redesign:

  • Establishing a standardized visual hierarchy.

  • Introducing a unified color for the primary CTA.

  • Selecting two complementary fonts for better clarity.

  • Adding depth with a new textured background.

This pivot was crucial for aligning the visual direction with stakeholder approval, including input from the new franchise owners, and served as a key learning moment in my role as UX Lead.

Setting the tone for the complete redesign:

  • Establishing a standardized visual hierarchy.

  • Introducing a unified color for the primary CTA.

  • Selecting two complementary fonts for better clarity.

  • Adding depth with a new textured background.

This pivot was crucial for aligning the visual direction with stakeholder approval, including input from the new franchise owners, and served as a key learning moment in my role as UX Lead.

Setting the tone for the complete redesign:

  • Establishing a standardized visual hierarchy.

  • Introducing a unified color for the primary CTA.

  • Selecting two complementary fonts for better clarity.

  • Adding depth with a new textured background.

This pivot was crucial for aligning the visual direction with stakeholder approval, including input from the new franchise owners, and served as a key learning moment in my role as UX Lead.

Tap to enlarge

FINAL DESIGNS /

Complete Redesign Focused on clarity and trust

The main focus of the entire redesign was ensuring new visitors can quickly understand the service's unique benefits, enhancing the site's trustworthiness, and improving navigation with an intuitive room comparison page.
This collaborative effort with key stakeholders resulted in detailed, high-fidelity designs that streamlined user interactions and facilitated quick decision-making.

The main focus of the entire redesign was ensuring new visitors can quickly understand the service's unique benefits, enhancing the site's trustworthiness, and improving navigation with an intuitive room comparison page.
This collaborative effort with key stakeholders resulted in detailed, high-fidelity designs that streamlined user interactions and facilitated quick decision-making.

01 /

Explain of the unique service value

Problem:

challenging to quickly and fully grasp the offer

  • Excessive lengthy and dense texts.

  • Information not strategically placed and lacking a clear information hierarchy.

  • Added more service-describing photos.

  • Streamlined the process by condensing room information into shorter, boxed sections.

Before

After

02 /

Focus on trust-building elements

Problem:

questionable reputation if the business is even real

  • Reviews placed randomly in unexpected locations (e.g., contact page, FAQ).

  • Often repeating on different pages.

  • Reviews were consolidated into a single box on the homepage and each related room page.

  • Promoting the trustworthiness of the business with genuine, automatically integrated Google reviews & banner.

Before

After

03 /

Developing tool for easier room&dates comparison

Problem:

challenging to quickly see all availibilities

difficult decision making & completing purchases

  • Inability to view availability for all rooms simultaneously.

  • The main call-to-action leading to a gift voucher instead of booking a room.

  • Created a master calendar that lets users select dates and switch between rooms' calendars with a single click, including room descriptions to facilitate easier comparison.

  • Redesigned the calendar with prominent last minute discount and implemented enhanced details for improved orientation.

Before

After

4

4

iterative testing

Let’s assess the redesigned website

Usability test /

did the clarity improve after the redesign?

I recruited new participants to assess the intuitiveness of three main flows on the updated website via Maze, simulating scenarios for new OROOM's clients from advertising.

In-person

2 monitored tests

Online

10 unmonitored tests

test results /

users easily grasped the service upon first glance without confusion

The redesigned website has greatly enhanced usability, with users easily understanding the service and providing positive feedback on the clear visual design and well-organized reviews.


The redesign of the website has significantly improved usability ratings across all categories, with an average increase from 5.47 pre-redesign to 8.67 post-redesign.

The redesigned website has greatly enhanced usability, with users easily understanding the service and providing positive feedback on the clear visual design and well-organized reviews.


The redesign of the website has significantly improved usability ratings across all categories, with an average increase from 5.47 pre-redesign to 8.67 post-redesign.

The redesigned website has greatly enhanced usability, with users easily understanding the service and providing positive feedback on the clear visual design and well-organized reviews.


The redesign of the website has significantly improved usability ratings across all categories, with an average increase from 5.47 pre-redesign to 8.67 post-redesign.

Pre-redesign

Post-redesign

4.5

8.8

8.3

8.9

6.1

5.8

setbacks /

Minor bugs and unclear buttons needed attention

Feedback revealed several minor issues related to the website’s current build, which were straightforward to address. To streamline communication with developers, I created a revised issue spreadsheet.
From a UX perspective, the buttons on room thumbnails were sometimes ineffective or hard to see, necessitating better placement and design.
Feedback revealed several minor issues related to the website’s current build, which were straightforward to address. To streamline communication with developers, I created a revised issue spreadsheet.
From a UX perspective, the buttons on room thumbnails were sometimes ineffective or hard to see, necessitating better placement and design.
Feedback revealed several minor issues related to the website’s current build, which were straightforward to address. To streamline communication with developers, I created a revised issue spreadsheet.
From a UX perspective, the buttons on room thumbnails were sometimes ineffective or hard to see, necessitating better placement and design.

Tap to enlarge

iterations /

Main Button Visibility Enhancement

Due to discrepancies between the designed and built versions of the site, the main CTA needed to be made more prominent to ensure users don't overlook the option to click and explore room details.

Before

After

impact /

Did the redesign actually work for the business?

Since some time has passed, I compared the same time periods in the following year and observed overall growth in all key metrics, particularly with visitors coming from Paid Advertising (the new potential customers unfamiliar with OROOM).

Because some time has passed I had the chance to compared the same time periods in the following year and noticed overall growth in all key metrics – especially Paid Advertising (new potential customers unfamiliar with OROOM).

Since some time has passed, I compared the same time periods in the following year and observed overall growth in all key metrics, particularly in Paid Advertising, which indicates an increase in new potential customers unfamiliar with OROOM.

Because some time has passed I had the chance to compared the same time periods in the following year and noticed overall growth in all key metrics – especially Paid Advertising (new potential customers unfamiliar with OROOM).

Since some time has passed, I compared the same time periods in the following year and observed overall growth in all key metrics, particularly in Paid Advertising, which indicates an increase in new potential customers unfamiliar with OROOM.

Time Periods

Before: February 1 – May 1, 2023

After: February 1 – May 1, 2024

With the consistent traffic–amount of visitors coming to the website–in both time periods, there were significant changes in:

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 active user in the selected period.

Initial Conversion Rate*

0.25%

0.25%

New Conversion Rate*

1.85%

1.85%

Increase of Conversion Rate

6.4x

*calculated with limitations due to Cookie consent restrictions

user's feedback /

real users noticed the difference

Additionally, we received positive feedback directly from customers that noticed the new
features incorporated into the calendar and website.

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

final screens /

other pages that have been redesigned

See the Live Website

reservation form BEfore

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reservation form After

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gift voucher BEfore

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gift voucher After

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final thoughts

final
thoughts

next steps /

Master calendar in process

Since the redesign, OROOM has opened 2 additional locations, both of which have implemented the same website design.
The development of the master calendar has been postponed due to the extensive work required and the significant changes it would entail for the website. Given the improved conversion rates and sales, the CEO is currently more cautious about making substantial changes.

CHALLENGES and obstacles /

Introducing UX processes and advocating for it's importance

I faced challenges introducing UX processes and research in an environment where these methods were new. To overcome this, I focused on showing clear benefits, working closely with different teams, and adapting UX strategies to align with organizational goals.

LEARNING /

Identifying patterns earlier could save time

In future projects, I would rely more on identifying patterns in visitor feedback to streamline user research efforts. This approach would minimize the need for extensive in-person interviews and surveys, optimizing time and resources while still capturing valuable insights.

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

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

gonsenicova.jana@gmail.com

gonsenicova.jana@gmail.com

gonsenicova.jana@gmail.com

Developing products with

data & intention.

© 2024 Jana Gonsenicova

Contact

Developing products with

data & intention.

© 2024 Jana Gonsenicova

Contact

Developing products with

data & intention.

© 2024 Jana Gonsenicova

Contact