Case study
Creating conversions for Perth Hotel Conferences
Perth Hotel Conferences is part of World Blue’s network of venue-booking websites, connecting companies with hotel conference spaces across Australia and New Zealand. The site had been live since 2015, but its design and functionality no longer supported modern user expectations or business goals.
Objective
Increase qualified inquiries and reduce time-to-first-response by automating filtering and submission.
Research
The first stage of the research process was a one-on-one interview with the business owner and the head of the hotel conferences department. I mapped the current workflow, uncovered existing issues, and looked for automation opportunities across the old customer journey.
Then I surveyed past customers to learn about their behaviours, needs, and goals.
Competitor analysis
I also reviewed competing venue-booking platforms to understand how they guide users from filtering to inquiry submission.
Identified problems
- The company could not edit hotel data in bulk.
- Employees had to manually prepare offers and contact customers.
- Incoming inquiries and customer data had no clear central place.
- Conversions were not tracked, so website success was difficult to measure.
- Customers could not quickly tell whether World Blue had a hotel matching their conference needs.
- Customers did not have a way to submit an automatic inquiry.
Ideation
Based on the research insights, I focused on simplifying the inquiry process, reducing manual workload, and helping users quickly find relevant venues.
Crazy 8s
New user flow
After exploring several concepts, I moved forward with a familiar, filter-first inquiry flow that guides users directly toward submitting an inquiry. It keeps the experience simple, clear, and easier to complete.
Design
The wireframe reduced unnecessary carousel-like controls, moved secondary actions out of the main path, and brought the final form fields together to reduce drop-offs.
Wireframe
Final design
After stakeholder feedback and three iterations, the inquiry flow was ready to implement as a clearer, measurable conversion path.
Impact
The project introduced an automated inquiry flow and conversion tracking for the first time. Within the first three months after launch, the site recorded a 3% conversion rate, confirming that users were engaging with the new process effectively.
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