Red Lion Hotels

OVERVIEW

Red Lion Hotels Corporation (now Sonesta) is a major hotel franchise company serving over 5.6M users annually through their digital platform. As both Product Manager and UX Designer, I spearheaded a comprehensive website redesign initiative aimed at addressing critical conversion and drop-off rate challenges. The project focused on revolutionizing the customer booking experience while maintaining strict ADA compliance standards.

ROLE
 Product Manager, UX/UI Designer
July 2018 - October 2020

SCOPE

  • E-commerce website redesign

  • User research and analysis

  • SEO optimization

  • Analytics implementation

  • Cross-functional team leadership

CHALLENGE

The existing website suffered from low conversion rates and high drop-off rates, primarily due to a confusing customer journey from search to checkout. Multiple entry points to the checkout process and lack of clear room availability information created significant user friction.

PROCESS

  1. Conducted qualitative and quantitative research

  2. Performed competitive analysis

  3. Created user flows and wireframes

  4. Managed feature development through Azure DevOps

  5. Implemented iterative testing and feedback cycles

IMPLEMENTATION

  • Led cross-functional team of designers, engineers, and stakeholders

  • Created detailed user flows and wireframes

  • Developed comprehensive testing strategy

  • Managed phased rollout starting with internal stakeholders

  • Created documentation and FAQs for staff training

TOOLS

  • Azure DevOps

  • UserTesting.com

  • Analytics platforms

  • Wireframing and prototyping tools

IMPACT

The redesign initiative delivered:

  • Improved booking flow efficiency

  • Enhanced user understanding of hotel availability

  • Streamlined checkout process

  • Better visibility of property locations and amenities

  • Increased user confidence in booking decisions