Hotel booking checkout experience

Led the design of the checkout experience for a hotel website, focusing on improving customer confidence and increasing conversion rates.

The Problem:

Guests were leaving the checkout flow without completing their booking. At the final stage, they often felt uncertain about whether the selected hotel was the right choice. As a result, they would leave the checkout experience to review ratings, amenities, or other key property details.

The Process:

I set out to validate our hypothesis: by surfacing key hotel details during checkout, we could help guests feel more confident in their selection. This would allow them to confirm their choice or reconsider and select a property better suited to their needs.

Using insights from user research, we identified the most important decision-making factors for our customers and designed an A/B test to evaluate the impact of surfacing this information during checkout.

The Solution & Results:

We introduced key property details—such as ratings and amenities—directly into the checkout experience and tested it against the existing design. The updated experience led to an increase in conversions, confirming that providing reassurance at this stage improves the booking experience.

We also observed a decrease in conversion for properties with lower ratings. While this may seem counterintuitive, it ultimately led to better outcomes for guests by helping them make more informed decisions and choose properties that better aligned with their expectations.