Vision, then execution, without losing either
The first thing we did was align with Sokos Hotels on what success actually looked like. Not in abstract terms — in specific ones: what does the booking flow need to do, where does it currently fail, and what does good look like for each type of guest? We worked directly with the product owner, developers, and QA team from the start. Daily collaboration, not weekly check-ins. That rhythm meant we could share research insights quickly, run design reviews that were actually useful, and keep the product moving without accumulating misalignment that would have to be unwound later. From wireframes through MVP rollout to continuous refinements, we shaped the design scope to fit both the ambition and the timeline. We also brought a mix of quantitative and qualitative analytics into the process — tracking what the data showed about where users were getting stuck, and validating design directions through multiple rounds of testing with real hotel guests and loyalty members.
Managing content for nearly 50 unique Sokos Hotels required a flexible CMS approach from the start. We built a modular design system that gives content creators control without forcing every hotel into the same template.
Results that proved the investment
The redesigned Sokoshotels.fi launched and outperformed its predecessor on every metric that mattered to the business. Revenue grew by 20% against 2023's results. Room sales increased by 16%. Conversion rate improved by 40%. The Customer Effort Score — how easily guests can find what they need and complete a booking — reached 4.5 out of 5. Those numbers came from design decisions that were grounded in evidence. We knew where the old site was losing people. We knew which steps in the booking flow created hesitation. Multi-room reservations, loyalty reward redemptions, itinerary edits — these were the moments where the old platform fell apart. The new one handles them in a single, coherent flow. We also invested in the foundation. Working alongside S-Group's Design System team, we built a tailored local library for Sokos Hotels — ensuring visual consistency across all properties while giving the product team components they could actually use without workarounds.
+40% conversion. +20% revenue. +16% room sales. These are the results of a four-year engagement that treated design as a continuous practice, not a project with an end date.
Next projects.
(2016-25©)
