Greene King
Bookings Redesign
Greene King has engaged VML to redesign their online booking flow, focusing on reducing user drop-off rates through data and insights.
The project seeks to provide a seamless overhaul of the customer journey for booking tables, rooms, and spaces, as well as pre-ordering food. This will involve analysing current processes, identifying pain points, and implementing user-centric design solutions.
Company – VML
Role – Lead UX Designer
Year – 2025
01 Challenge
Upon review, Greene King’s booking flow was found to be fundamentally flawed, resulting in high drop-off rates and increased calls to venues for bookings. The challenge is to develop a comprehensive flow that addresses all use cases, effectively circumventing these issues and creating a seamless end-to-end experience by utilising best practices and data-driven insights.
Existing booking screen
02 Research
We captured requirements from key stakeholders and product owners and collated best-in-class examples of competitors, analysing their strengths and weaknesses and areas of improvement. The outcome of our workshops defined a clear set of business and user requirements, driving our design decisions, and helping us deliver a best-in-class experience for our customers.
03 Goal
To enhance the online booking experience for Greene King venues, we propose a streamlined flow for table and room reservations. Users struggled to complete the steps in the booking process due to a lack of clear signposting of the number of steps required and what options were available to them at each step of the way.
By reorganising existing steps and adding new ones, we aim to increase conversion rates. This user-friendly process will guide users through each stage, ensuring they can effortlessly achieve their booking goals and showcase all available amenities and options for users.
04 Design
We implemented best practices from booking flows to create a streamlined end-to-end experience for users. By enhancing calls to action and ensuring transparency regarding remaining steps and available options, we simplified the booking journey. Additionally, we used design patterns from our already established design system to minimise developers’ workload.
This approach ensured we could test our designs at speed and ensure we captured users' pain points and iterated accordingly, whilst adhering to an established set of design principles and components.
Proposed design
