Best Western Scandinavia experience major brand issues, as their website was perceived as outdated in design and slow. The website was primarily tailored for the American market, where the hotel chain headquartered. Best Western Scandinavia also lacked the ability to adapt its content and offering to the Scandinavian market, which led to revenue losses.

The assignment was to give Best Western a modern and fast website with a Scandinavian feel. The goal was to be able to control the content and offering locally for the three markets, Sweden, Norway and Denmark, in order to increase web revenues.

The assignment also included guidance in agile methods and training on what it would mean to own, operate and manage the website going forward.

Together with Best Western, we as a team managed to meet both high expectations and a short timeframe for launching the new website. One year after the release of the new website, Best Western's customer service reported that they no longer needed to guide users in making reservations on the website - especially members who previously had difficulty booking hotel nights with their bonus points. The performance on the website was better than Best Western's previous website, as well as the hotel chain's competitors. SEO had improved by 300% and revenues had increased by 100%.

I was part of an agile team with responsibility for driving both the design and development process. As a scrum master, I facilitated all meetings from sprint planning, to refinements, retrons and sprint reviews. As a UX designer, I supported the developers throughout the process - from the development of the requirements, concept development, creation of detailed sketches and design components, to handover and quality control when launching various features.

To give Best Western greater freedom in managing the website content, we also designed and developed a CMS for all hotel data in PIM, where I was responsible for both the UX and UI design. We also set up a CMS in Contentful.

To ensure seamless collaboration with developers and stakeholders, I have created a design system in Figma during the project. In addition to managing the system, I have also further developed it by developing new design components - always in line with the established design style.

Over the past two years, accessibility became a major focus of the project, where we adapted the website to meet upcoming legal requirements, which also include private e-commerce companies.

I also participated in steering group meetings to help the client create a deeper understanding of an agile way of working.

Accessibility • Agile processe • Backlog management • CMS • Concept development • Contentful • Design system •  Design presentations • Design studio •  E-commerce • High fidelity sketches • Lean UX • Personas • PIM • Prototypes • Requirement analysis • Requirement management • Roadmapping • SEO • Scrum master • User research • Usability testing • User flows • User story mapping • Vision and impact mapping workshop • Wireframes • Workshop facilitation

Figma  •  Miro  •  Trello  •  Jira  •  PIM  •  Contentful  •  Microsoft Office