Thistle Hotels

UX/UI eCOMMERCE

Agency
McCormack & Morrison

Role
UX/UI, Creative Direction and Lead Design

Overview

Choose Your Own Room was a digital system designed for Thistle Hotels that allowed guests to select the exact room they wanted to stay in, rather than being assigned one automatically.

The same approach was later adapted for sister brands Amba Hotels and every Hotels, requiring a solution that could scale across different brands while remaining clear and easy to use.

2013-2015

Research and insights

Research was carried out through stakeholder sessions and reviews of existing booking journeys, alongside discussion around guest expectations and operational constraints.

It was clear that while room choice added value, it also introduced risk. The experience needed to be simple and reassuring, avoiding complexity that could slow booking or create confusion.

This led to an approach focused on clarity, visual consistency and tight integration with the existing booking flow.

Design work

I led the design from early concept through to final UI.

Work began with responsive wireframes and prototypes to explore how room selection could fit naturally within the booking journey. This was followed by full visual design, ensuring the experience felt intuitive while aligning with each brand’s visual language.

The system was designed to be flexible, allowing the same core interaction to be reused across multiple hotel brands.