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OYO

Elevating Global Hospitality with a Hyper-Localized Digital Experience

Background

OYO is one of the fastest-growing hospitality chains in the world, serving millions of travelers across global markets. As they expanded into the United States and United Kingdom, their digital presence needed to resonate with Western users—both visually and contextually.

Although OYO had a global website template built for the Indian market, it lacked the localization and aesthetic appeal required to engage US and UK consumers. Recognizing this gap, OYO partnered with UpTop to perform a visual redesign of its US and UK websites to align with regional expectations and improve the overall user experience. 

Challenges

OYO’s global web template was heavily influenced by its home market, making it less intuitive for international audiences. Core user behaviors, cultural nuances, and content preferences in the US and UK differed significantly. Additionally, the project needed to be completed on an accelerated schedule to meet upcoming product launch deadlines.

OYO required a design team that could ramp up quickly, deliver on-brand, visually engaging designs, and create a design system that could scale across platforms—all while collaborating across time zones.

Project Info

client
OYO
Industry
Hospitality / Travel Technology / Property Management
type
Web Portal

services
UX Audit, UX Writing, Visual Design, Design System, Prototyping, Content Strategy

Project Info

client
OYO
Industry
Hospitality / Travel Technology / Property Management
type
Web Portal

services
UX Audit, UX Writing, Visual Design, Design System, Prototyping, Content Strategy

Background

OYO is one of the fastest-growing hospitality chains in the world, serving millions of travelers across global markets. As they expanded into the United States and United Kingdom, their digital presence needed to resonate with Western users—both visually and contextually.

Although OYO had a global website template built for the Indian market, it lacked the localization and aesthetic appeal required to engage US and UK consumers. Recognizing this gap, OYO partnered with UpTop to perform a visual redesign of its US and UK websites to align with regional expectations and improve the overall user experience. 

Challenges

OYO’s global web template was heavily influenced by its home market, making it less intuitive for international audiences. Core user behaviors, cultural nuances, and content preferences in the US and UK differed significantly. Additionally, the project needed to be completed on an accelerated schedule to meet upcoming product launch deadlines.

OYO required a design team that could ramp up quickly, deliver on-brand, visually engaging designs, and create a design system that could scale across platforms—all while collaborating across time zones. 

Approach

UpTop initiated the project with a comprehensive intake session, during which we onboarded with OYO’s design brief, user personas, research, and competitive inspiration. We then conducted a UX audit of the existing US and UK websites and aligned with OYO’s internal stakeholders via daily stand-ups and frequent design reviews.

Adopting a mobile-first approach, we developed high-fidelity mockups for key pages including Home, Search Listing, Hotel Detail, Booking Confirmation, Login, and Profile. We reviewed content through a localized lens—adapting UX writing and imagery to match the expectations of Western users.

Throughout the three-week sprint, UpTop delivered ongoing iterations based on client feedback and used Zeplin for developer handoffs, InVision for prototyping, and Sketch for design system documentation. 

Solution

We produced a refined, Western-centric visual experience tailored to the US and UK hospitality markets. The deliverables included:
  • High-fidelity designs for mWeb and desktop across key booking flows
  • A complete Design System in Sketch with reusable components, icons, and styles
  • A PDF Style Guide covering brand application, typography, colors, and imagery
  • Redesigned notification templates for SMS and email communications
  • Clickable InVision prototype to visualize the user journey
The visual and content strategy reflected a deep understanding of user behavior in the target regions, while the design system ensured consistency and scalability for future updates.

Results & Impact

With UpTop’s support, OYO successfully transitioned from a globally templated site to a regionally optimized experience. The project laid the foundation for:
  • A more intuitive booking experience tailored to Western travelers Stronger brand resonance in the US and UK markets
  • A design system that streamlined future web updates and localization efforts
  • Accelerated development through precise specs and annotated interactions
OYO was able to launch a localized web experience that upheld its global brand while speaking directly to its new audience—a crucial step in its global expansion journey.

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