Industry

Hospitality

Client

Premier-Inn

Years

2025 - Current

Device

iOS, Android, Kiosk

Driving App Adoption Through Smarter Booking & Check-In

I contributed to transforming Premier Inn’s booking and arrival experience into a more cohesive booking-to-arrival experience across app and kiosk, working across key features that supported app adoption and simplified the guest experience.

Product strategy

UX/UI

Prototype

User validation

Visual design

Understanding the Context

The client

Premier Inn is a British hotel chain owned by Whitbread PLC, offering comfortable, good-value stays across hundreds of hotels in the UK, Ireland and Germany.

The goal

“Premier Inn’s goal was to drive more traffic to the mobile app by improving the overall guest journey from booking through arrival.”

“Premier Inn’s goal was to drive more traffic to the mobile app by improving the overall guest journey from booking through arrival.”

My role

Owned the end-to-end guest journey strategy from search through arrival, focusing on app and kiosk experiences while aligning closely with the web team to ensure a consistent cross-platform journey.

Alongside feature delivery, I contributed to the design system to ensure patterns and components remained consistent, scalable, and reusable.

The Challenge: From Web-First to App-First

The goal wasn’t just web consistency.

We focused on creating a connected journey from search to arrival, making the app a more complete way for guests to manage their stay.

Design goals

Increase booking confidence

Give guests clearer pricing and more flexibility when choosing a stay

Drive app adoption

Encourage app-first behaviour through incentives and a more complete booking experience

Reduce friction at arrival

Enable faster, self-service check-in across mobile and kiosk

Support digital access

Introduce Digital Key to simplify room access and reduce reliance on physical

Ensure cross-platform consistency

Align app and kiosk experiences while working alongside the web team

How the Experience Came Together

Connecting key moments from booking to arrival to create a more seamless guest experience.

App Adoption

First-Time Booking Incentives

Designed targeted promotional journeys to encourage first-time app bookings, balancing business adoption goals with a seamless, trustworthy guest experience.

App Promotion

Promotions & Voucher Redemption

Designed a voucher redemption journey to enable guests to apply email promotions seamlessly, supporting campaign engagement and driving booking conversion.

Booking & Discovery

Flexible Search & Pricing

Redefined the hotel search experience by introducing flexible price exploration, helping guests compare options with confidence while supporting conversion and app engagement.

Arrival Experience

Kiosk check in

Designed targeted promotional journeys to encourage first-time app bookings, balancing business adoption goals with a seamless, trustworthy guest experience.

Scaling Consistency Through Design Systems

Alongside feature work, I contributed to the Premier Inn design system, evolving reusable components and patterns to ensure a consistent, scalable experience across web, app, and kiosk.

Digital Arrival

Mobile Check-In + Digital Key

Designed a mobile-first arrival experience that enables guests to check in seamlessly and access their room through Digital Key wallet integration, aligning native patterns across iOS and Android while reducing reliance on physical key cards.

User insights:

Real feedback from guests highlighted key friction points and how the experience improved.

Before:

Sometimes reception is busy. I’d rather just check in myself.

I wasn’t sure what to do at the kiosk the first time.

If I’m unsure, I’d rather speak to someone than use the kiosk.

I might browse on my phone but I prefer to make a booking on my laptop.

Sometimes reception is busy. I’d rather just check in myself.

After:

Testing this feature out make me want to download the app.

I wasn’t sure what to do at the kiosk the first time.

If I’m unsure, I’d rather speak to someone than use the kiosk.

Sometimes reception is busy. I’d rather just check in myself.

Sometimes reception is busy. I’d rather just check in myself.

Scaling Consistency Through Design Systems

Alongside feature work, I contributed to the Premier Inn design system, evolving reusable components and patterns to ensure a consistent, scalable experience across web, app, and kiosk.

Each project solves a different kind of problem. You can explore more of my work, process, and thinking below.

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More about me

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