Hotel Content
Hotel Content is a central content management tool for hotel and room content used by all clients. It collects content from multiple suppliers, then standardizes it into a single, consistent format (descriptions, photos, amenities, room rates, and policies). Clients can update content once and publish it across multiple channels, ensuring the information stays accurate, consistent, and easy to manage.
Campaign management case study
Campaign management is the process of creating and managing campaigns, where each campaign groups properties into collections with defined benefits, so the right guest perks are applied consistently and can be tracked and controlled.
Campaign: A business initiative (like a promo) that defines a set of rules and benefits.
Collection: A group of properties inside a campaign that share the same rules/benefits.
Benefit: The guest perk offered (e.g., breakfast, credits, flexible check-in/out).
Timeline:
6 months
Role:
Lead Designer
Team:
1 UX designer and 2 PMs
Impact: In three months, mapping errors dropped 85%, property onboarding time fell 70%, and teams could test targeted benefits much faster.
What’s really going wrong
Too many spreadsheets/systems create confusion.
Properties get mapped to conflicting benefits in the same campaign.
Changes need developers, delaying launches.
No clear audit trail or easy reporting on benefits by property/initiative.
Teams affected
Business ops & supplier account teams: needed self-serve mapping.
Customer support: dealt with guest issues from wrong perks.
Engineering: got frequent ad hoc change requests.
Compliance/audit: lacked approvals and change history.
How we’ll fix it
One platform to manage campaigns, collections, benefits, and property mappings.
Built-in checks to prevent wrong properties, date issues, priority conflicts, and duplicates.
Governance controls with roles and approvals.
Reporting to filter, view, and export data.
How we designed it
Primary research
Primary reserach
Primary research covered six user’s group. They need fast validation and bulk mapping, conflict checks and approvals, regional/brand filters and exports, audit trails, consistent reporting, and clear APIs with reconciliation details.
Goals
Understand why teams need a single place to set up and govern campaigns, collections, and benefits.
Identify challenges in selecting properties, preventing duplicate mappings, and managing effective dates and priorities.
Explore how teams currently add, track, and audit property mappings across fragmented tools.
Determine key features they expect in a self-serve campaign management platform (validation, approvals, audit, reporting).
Brainstorming Session 1
White-boarded with the Product Owner and Tech Lead to align on the problem, success criteria, and MVP; mapped the workflow and key user flows, and set guardrails. Outputs: pain points, shared vocabulary, draft data model, prioritized features, and next steps for prototyping/technical spikes.
Brainstorming Session 2 (User flow)
White-boarded with the Product Owner and Tech Lead to align on the problem, success criteria, and MVP; mapped the workflow and key user flows, and set guardrails. Outputs: pain points, shared vocabulary, draft data model, prioritized features, and next steps for prototyping/technical spikes.
Wireframes
Consolidated feedback (Iteration 1)
Feedbacks received from from Product owner
Created: A step-by-step flow to create campaigns, collections, and benefits individually.
Improved: Enhanced the “Campaign Created” confirmation page to consolidate all campaigns and benefits in one place.
Impact: improving visibility and reducing the need to navigate across multiple pages.
Consolidated feedback (Iteration 2)
Feedbacks received from from Tech partner & Product owner
Created: A centralized landing page where users can view all campaigns and create/manage campaigns, benefits, and collections.
Improved: Replaced the step-by-step flow with a single landing-page hub for campaigns, benefits, and collections.
Impact: Making it faster and easier for users to find, create, and manage everything in one place.
Consolidated feedback (Iteration 3)
Feedbacks received from users and alignment with internal stakeholders
Improved: Incorporated user feedback, aligned with internal stakeholders, and finalized a single Campaign Details page as the central place to manage a campaign after creation (add/edit/manage/delete).
Impact: Consolidated campaign management into one page, reducing navigation and making ongoing updates faster and more intuitive.
Usability Test (Task based assessments)
Goals
Effectiveness — can users complete the task?
Efficiency — how quickly do they complete the task?
Satisfaction — how do they feel about it?
Planning
Participants: focus group of 5 users
Platform: Hi-fi prototype/ Live website
Session: 60 minutes each, via Zoom (ID: XXXXXXXXXX)
Team: 1 moderator, 1 observer
Success Metrics
Task Completion Rate:
6 out of 7 tasks were completed successfully.
Completion rate: 86% (6/7)
Time on Task:
Most users found the listing page easily and completed tasks quickly (tasks 1, 3, 5, 6, 7 rated "easy" = 2).
Tasks rated "difficult" (1) took longer (tasks 2, 4).
Average time: Majority of tasks were completed efficiently; difficult tasks took extra time due to confusion or errors
User Feedback:
The listing page was easy to find and understand.
I was confused by the search bar placement but managed to complete the task.
Editing the campaign name and description was straightforward, but I couldn’t change the campaign key.
I got an error when trying to create a campaign with a duplicate name, which was frustrating.
Hi-Fi Mock-ups
After user feedback, we finalized the Hi-Fi Mock-ups.
Impact
70% faster property onboarding (less dev dependency, safer bulk actions).
85% fewer duplicate/conflicting mappings (rules and pre-checks).
Fewer guest issues and support tickets (clear, consistent benefits).Stronger compliance (approvals + full audit trail).
Learning 1
I assumed too much ...
Users value features that solve their real problems, not just what we think is important.
Learning 2
I expected too much…
Some functions we thought would be popular—like bulk editing—were rarely used, while simple update tools got more attention.
Learning 3
I engineered too much…
Focusing on perfecting the interface before testing slowed progress. Early feedback and quick iterations worked better.
Takeaways
This project showed me the real impact of user research and user needs discovery. Instead of treating research as a checkbox, speaking with the ops team and business users gave me new perspectives, clarified user pain points, and helped me understand their day-to-day workflows and constraints.
I learned that open conversations often surface deeper insights than formal interviews. By building trust and creating continuous feedback loops, I could validate assumptions, align on user goals, and keep designs grounded in real usage—while also mapping those needs to business goals like operational efficiency, consistency, and scalability.
Hearing users say they would actually use the tool strengthened my confidence in the design direction and reinforced the value of a user-centered, centralized platform that improves discoverability, reduces time-on-task, and supports faster, more accurate campaign management.