In 2017, as Design Director at Univers Labs, I led the redesign of the easyHotel website and mobile app experience.

The project began with a detailed quantitative and qualitative review of the existing customer journey, including a deep dive into conversion rate optimisation and behavioural analytics using Google Analytics and Hotjar.

To prioritise the highest-impact work, each UX improvement was assigned a basis-point conversion target, directly linked to projected revenue uplift. This approach helped focus effort on the changes most likely to move the needle and ultimately contributed to a 30%+ increase in hotel booking conversions.

Key improvements included:

• Launch of the Club Bedz membership scheme

• Integration of Apple Pay, Google Pay, and PayPal

• Creation of brand and marketing assets

• End-to-end website redesign and design system

• Introduction of a mobile app