Case Study
Fuller's
Digital Platform Transformation
Research-led redesign programme focused on improving customer engagement, booking performance and digital experience across Fuller’s hospitality platform.
Role
Lead UX Researcher
Duration
6 Months
Methods
User Research
Usability Testing
Journey Mapping
Skills
UX Research | Conversion Optimisation | Information Architecture | Experience Strategy
Table of Contents
Situation
Fuller’s operates a large hospitality estate comprising hotels, pubs, restaurants and event venues. The organisation required a digital platform capable of supporting a wide range of customer journeys, from accommodation bookings to dining, events and venue discovery.
Challenge
The complexity of the platform created challenges around navigation, information architecture and customer decision-making. Users needed to easily discover relevant venues, understand available services and complete key tasks across multiple customer journeys.
The challenge was to understand customer needs, identify friction points and create a scalable experience that balanced business objectives with user requirements.
Actions
Led the discovery, research and experience design process across the project.
Conducted user research and stakeholder engagement to understand customer behaviours, motivations and pain points.
Mapped customer journeys and identified opportunities to improve key decision-making moments across accommodation, dining and event-related experiences.
Developed the UX strategy, information architecture and design system approach for the platform.
Facilitated stakeholder discussions and translated customer insight into prioritised experience improvements.
Collaborated with development teams to ensure solutions were implemented effectively and consistently across the platform.
Outcome
The redesigned experience delivered measurable improvements across multiple customer journeys:
- 13% increase in room bookings
- 26% increase in event enquiries
- 42% increase in engagement with dietary information features
The project demonstrated how customer-centred design, research and service thinking could improve both customer experience and commercial outcomes across a complex hospitality ecosystem.
Skills Demonstrated
- Service Design
- Customer Insight
- UX Research
- Information Architecture
- Journey Mapping
- Facilitation
- Stakeholder Management
- Design Systems
- Experience Strategy
- Commercial Impact