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The Signature Room™

The Signature Room is an iconic dining destination in Chicago. Visited by travelers from all over the world we were tasked to take their online experience to new heights. Having worked with them since 2009, we used years of visitor insights to guide the redesign process.


The most significant visitor behavior was the dramatic increase in the use of mobile devices. The redesign also included an improved way for staff to update menus, simplification of the online reservations process and highlight the breathtaking Signature Lounge.

Case Studies