Redesign and digital transformation of the Choice Hotels online hotel booking system.

As Associate Creative Director at Razorfish San Francisco, I led the digital product transformation and rebrand of Choice Hotels’ online reservation platform. Spanning discovery, foundational architecture, and detailed UX/UI design phases, I directed a team of designers to overhaul the end-to-end booking experience.

In addition to supervising design strategy and managing client relationships, I actively designed core platform screens and collaborated directly with engineering teams during implementation. The resulting responsive web experience streamlined hotel discovery, modernized the reservation funnel, and created a unified, scalable design framework across Choice Hotels' family of brands.