Checkin Books
Line Official Account
Project
Checkin+ Direct Booking through LineOA
Duration
September 2025 — October 2025 (4 weeks)
Role
UX Designer
UI Designer
Tools
Figma
Figjam
Team
Ruechaporn Jansuwan
Tanaporn Lawsuriyont
Overview
A direct booking experience that enables guests to make reservations through a property’s LINE Official Account, designed to create a trusted and conversational booking journey.
About Checkin Plus
Checkin Plus is a Thai hospitality tech startup that develops digital solutions for hotels and small accommodation businesses. One of its products, Checkin Books, is a Direct Booking System that helps properties receive and manage reservations directly from their own booking channels.
Project Context
This project focused on improving the direct booking experience for Checkin Books by introducing a booking flow through LINE Official Account. Although the existing Direct Booking System allows guests to book directly with the property, some Thai guests still prefer to talk to a real person before making a reservation. They may want to ask questions, confirm details, or simply feel more confident that the property is legitimate and safe to book.
This created an opportunity to bring the existing direct booking flow into a communication channel that Thai users are already familiar with:Â LINE.
From Web application to LineOA
Project Goal
We brought the existing Direct Booking flow into LINE Official Account, allowing guests to complete their booking through a familiar communication channel.
The key focus was UX Writing—using natural, friendly, and human-like language to make the automated booking experience feel like talking to a real person, while building trust and confidence throughout the booking process.
Persona
User research identified two main user groups: Property Owners and Front Desk Staff. The research showed a strong need for simpler workflows, clearer information, and a more flexible system that can support daily operations across different types of hospitality businesses.
User Flow
We adjusted this flow into conversation format in LineOA platform
WireframeÂ
The wireframe stage focused mainly on UX Writing and conversation flow. We explored different ways to structure messages, questions, and responses so the booking process would feel natural and easy to follow.
Rather than simply transferring the existing booking flow to LINE, we refined the wording and interaction at each step to make the experience feel more like a conversation with a real person.
Prototype
We created a prototype to run a mini user test with people in the company and gather feedback on which experience felt more familiar and natural. We also tested the experience with Account Executives (AEs), who have direct experience understanding and communicating with users. Their feedback helped us evaluate whether the conversational experience felt closer to how real customers interact with the property.
1. Select Date & Guests
Guests choose their stay dates and the number of guests through a simple conversational flow.
2. Select Room & Services
Guests select their preferred room type, rate plan, and any additional services they need.
3. Enter Guest Details
Guests provide their information and review the booking details before confirming.
Guests complete the payment and receive their booking confirmation directly through LINE.
4. Make Payment & Complete
Reflection
This project reminded me that UX Writing plays an important role in creating human experiences. It took time to carefully shape the words and interactions to make an automated system feel more natural and personal.
As AI and technology continue to make services more convenient, people still value human connection and interaction. Good UX is not only about making things faster, but also about making people feel understood, comfortable, and confident throughout the experience.