Scalable design foundation for extended-stay hospitality

The Challenge

Extended Stay America’s digital ecosystem suffered from significant inconsistencies across their website, mobile applications, booking platforms, and internal tools. Different teams were creating conflicting user experiences, development cycles were slow due to recreating components, and the brand identity was diluted across touchpoints.

The Solution

I architected and built a comprehensive design system called “ESA Connect” that established unified design principles, reusable component libraries, and standardized workflows. The system encompassed everything from atomic design tokens to complex booking flow patterns, ensuring consistency while enabling rapid product development.

Key Objectives

• Unify brand experience across all digital touchpoints
• Reduce design and development inefficiencies
• Improve overall user experience consistency
• Enable faster time-to-market for new features
• Establish scalable foundation for future growth
• Ensure accessibility compliance across all products

Audit & Discovery

I conducted a comprehensive audit of Extended Stay America’s existing digital presence to understand the scope of inconsistencies and opportunities.

Digital Ecosystem Audit:

• Main Website: 47 unique button styles, 23 different color variations
• Mobile Apps: Completely different UI patterns from web
• Booking Platform: Separate design language causing user confusion
• Internal Tools: No consistent branding or usability standards
• Marketing Materials: Disconnected from digital experiences

Key Research Findings

• Inconsistent experiences caused 25% higher support ticket volume
• Development teams spent 60% of time recreating existing functionality
• Brand recognition was diluted due to visual inconsistencies
• Accessibility compliance was inconsistent across platforms
• Mobile and desktop experiences felt like different companies

System Architecture Strategy

I developed a comprehensive approach based on atomic design principles and scalable architecture:

Foundation Layer:

• Design Tokens: Colors, typography, spacing, shadows, borders
• Brand Guidelines: Logo usage, photography style, voice and tone
• Accessibility Standards: WCAG 2.1 AA compliance requirements

Component Layer:

• Atoms: Buttons, inputs, icons, typography styles
• Molecules: Search bars, card components, form groups
• Organisms: Headers, footers, booking widgets, room selectors

Pattern Layer:

• Templates: Page layouts, booking flows, content structures
• Guidelines: Interaction patterns, responsive behavior, animation principles

Design Principles Framework

1. Hospitality-First Design

• Every interaction should feel welcoming and helpful
• Reduce cognitive load for tired travelers
• Prioritize clarity over cleverness

2. Extended-Stay Focused

• Design for longer decision-making processes
• Accommodate detailed information needs
• Support comparison and planning behaviors

3. Inclusive Accessibility

• Design for diverse abilities and technology access
• Ensure functionality across all devices and connection speeds
• Provide multiple ways to complete important tasks

Component Development Process

Research & Definition Phase:

• Analyzed usage patterns for each component type
• Documented functional requirements and edge cases
• Created comprehensive component specifications

Design & Documentation:

• Built components in Figma with all states and variations
• Created detailed usage guidelines and do’s/don’ts
• Developed responsive behavior specifications

Testing & Validation:

• Tested components with real content and edge cases
• Validated accessibility with screen readers and keyboard navigation
• Gathered feedback from development teams on feasibility

Iteration Results

• Component clarity improved by 45% after hierarchy refinements
• Form completion rates increased by 30% with improved validation patterns
• Development velocity increased by 60% with standardized components
• Cross-platform consistency perception improved by 80%

Continuous Improvement Process

• Established monthly component review sessions
• Created feedback loops between design, development, and product teams
• Implemented version control and change management processes
• Developed metrics tracking for system adoption and effectiveness

Key Success Factors

1. Comprehensive Research Foundation: Understanding the full scope of inconsistencies and user impact
2. Developer-Centric Approach: Involving development teams in the design process ensured practical implementation
3. Phased Rollout Strategy: Gradual implementation allowed for learning and iteration
4. Living Documentation: Maintaining up-to-date, interactive documentation ensured system adoption
5. Cross-Functional Collaboration: Regular communication between design, development, and product teams

System Evolution & Maintenance

Governance Structure:

• Established Design System Council with representatives from all product teams
• Created quarterly review process for component updates and additions
• Implemented contribution guidelines for new component proposals

Future-Proofing Strategies:

• Built flexible token system to accommodate rebrandings
• Created component versioning system for backward compatibility
• Established migration paths for legacy implementations

Lessons Learned

• Start with foundations: Design tokens and principles before jumping to components
• Documentation is crucial: Without proper documentation, even the best system won’t be adopted
• Developer experience matters: Treating developers as users of the system ensured better adoption
• Gradual migration works better: All-at-once approaches create too much disruption
• Governance prevents decay: Without ongoing maintenance, design systems quickly become outdated