Naureen Raza


Hi, my name is Naureen! I’m a third-year Digital Experience Design student at George Brown College, passionate about transforming ideas into accessible digital experiences. I am gaining experience in systems analysis & design, usability testing and storytelling as a Platform & Automation Analyst at EC Studios. I’m eager to take on a product design or UX-related internship to further expand my expertise. Outside of my design career, you can find me in a pilates studio training to be an instructor.



I’m a third-year Digital Experience Design student at George Brown College, passionate about transforming ideas into accessible digital experiences. I am gaining experience in systems analysis & design, usability testing and storytelling as a Platform & Automation Analyst at EC Studios. I’m eager to take on a product design or UX-related internship to further expand my expertise. Outside of my design career, you can find me in a pilates studio training to be an instructor.

Ode Rooftop Booking Experience




PROJECT OVERVIEW:
The Ode Boutique Hostel, Toronto’s only Black-owned, woman-operated boutique hostel, faced challenges managing their rooftop event bookings. Their email-based system resulted in a 90% rejection rate due to miscommunication, inefficiencies, and the need to carefully align events with their values, building capabilities, and neighborhood concerns. The rooftop, a cornerstone of Ode’s community-focused brand, offered a unique opportunity for non-overnight guests to experience the space. Our team created a streamlined booking platform and a 3D event planner to enhance the user experience, reduce administrative burdens, and ensure event compatibility.
TIMELINE:
April 2024
6 Weeks

MY ROLE:
Product Designer
Lead Researcher
TEAM:
Naureen Raza
Dana Henry 
Gaya Khiani
Uzma Bhayat

TOOLS:
Figma
Blender
Sketchup
Miro
Heat Maps
Eye tracking glasses


PROBLEM


The Ode’s rooftop is a valuable community space but came with unique challenges:
  • Noise Sensitivity: Being a boutique hostel, Ode must consider noise for guests staying below the rooftop and their residential neighbors.
  • Complex Logistics: The email-based booking process lacked transparency, causing friction, miscommunication, and rejections.
  • Brand Alignment: The rooftop should only host events that reflect Ode’s values and community focus.

Our goal was to design a platform that reduced booking inefficiencies, aligned events with Ode’s values, and provided tools to simplify planning for users and staff alike.


RESEARCH

To understand user needs and pain points, we conducted:
  • User Research: Guests valued ease, transparency, and customization when planning events.
  • Stakeholder Interviews: Staff needed better tools to manage bookings and ensure events fit Ode’s unique brand.
  • Competitive Analysis: Identified trends in hospitality booking platforms and opportunities for community-driven features.




INSIGHTS

  • A streamlined process would reduce administrative load and guest frustration.
  • A visualization tool could help users plan events while respecting rooftop capacity and noise guidelines.
  • Partnership opportunities with local businesses could boost revenue and enhance offerings.


IDEATION & CONCEPTUALIZATION


Using our insights, we developed a solution to:
  • Streamline Booking: Allow users to check availability, select time slots, and receive real-time pricing and confirmation.
  • Empower Planning: Include a 3D planner to visualize event layouts, reducing friction for users and staff.
  • Alignment with the Ode Brand: Accept only events compatible with Ode’s values and logistical constraints.






DESIGN SOLUTIONS


1. Rooftop Booking Platform:
  • User-friendly interface for seamless bookings.
  • Integrated calendar with real-time availability updates.
  • Automated reminders to reduce no-shows.
2. 3D Space Builder Add-On:
  • Enables users to customize event layouts with options for furniture, decor, and services.
  • Helps staff pre-approve layouts that fit noise and logistical guidelines.
3. Revenue-Boosting Features:
  • Partnerships with local vendors for rentals and catering.
  • Premium package options for enhanced event experiences.


USABILITY TESTING & ITERATIONS


We developed mid-fidelity prototypes and tested them with participants, including guests and staff. Key refinements included:
  • Enhanced Accessibility: Adjusted color contrasts for WCAG compliance.
  • Simplified Navigation: Made booking and customization processes more intuitive.
  • Improved Visual Hierarchy: Highlighted key actions, such as “Check Availability” and “Book Now,” for easier use.







HIGH FIDELITY SCREENS






OUTCOMES


While this project was not implemented in a live setting, our solution addressed Ode’s primary pain points by:
  • Streamlining Bookings: Improved user experience and reduced rejections.
  • Reducing Administrative Load: Enabled staff to focus on meaningful interactions rather than logistics.
  • Enhancing Brand Alignment: Ensured events reflected Ode’s values and minimized disruptions.


FUTURE OPPORTUNITIES


The rooftop booking platform unlocks several strategic opportunities for The Ode Boutique Hostel:
  1. Boost Rooftop Utilization:
    Streamlined booking naturally increases rooftop usage, generating steady revenue while maintaining event alignment with brand values.
  2. Host Exclusive Guest Events:
    Ode can create guest-only experiences, like rooftop yoga or live music, to strengthen community and enhance the guest experience.
  3. Refocus on Core Operations:
    Automation reduces administrative tasks, allowing the team to concentrate on delivering exceptional hospitality.
  4. Prepare for Expansion:
    The optimized platform and streamlined processes provide a scalable model for future locations, ensuring consistency across new properties.

These opportunities help Ode maximize the rooftop’s value while aligning with its mission and growth objectives.