Swisspeak Resorts Booking Funnel
UX optimization of a mountain resort's booking user flow
Increase direct bookings on the resort's website by taking market share from booking platforms that charge a commission on each conversion.
Redesigned booking funnel replacing existing pop-out with four distinct pages, enabling journey analytics and identification of conversion blockers.
Context
Direct booking on the establishment’s website competed with online booking platforms charging commission on each stay. The goal was to optimize the UX on swisspeakresorts.com for prospecting and booking — with minimal development effort.
Methodology
Jesse James Garrett’s 5-plane structure: Strategy → Scope → Structure → Skeleton → Surface.
Process
Strategy — Benchmarked 3 competitors (Club Med, Center Parcs, Sonnwies Resort). Conducted UX research including 3-second tests, one-to-one interviews, card sorting, and booking funnel user testing.
Swisspeak Resorts: User Journey
Scope — Prioritized problems by user impact, business priority, and technical effort.
Structure — Defined SEO strategy and information architecture. Card sorting workshop informed the site map (max 5 menu items, max 4 depth levels).
Swisspeak Resorts: Site Map
Skeleton — Designed wireframes per page type. Resolved key pain points: preselected apartments by bedroom count, linked directly to booking platform at step 3, integrated destination map.
Swisspeak Resorts: Prototype
Surface — 3-second test revealed the navy blue gave an institutional/technological feeling. Recommended switching to Swisspeak’s green for nav and footer.
Main learning
Design must be contextualized. The right solution brings the most value to users and increases business performance, for the least tech effort.