Overall UX Score: 74/100 – Good

Mimi’s Hotel Soho is a charming boutique hotel nestled in the heart of London’s Soho district. While the physical property speaks to a stylish, urban experience, the hotel’s online presence reveals both strengths and areas for improvement. Here's how it performed across our five key UX categories:

1. Website Design & Aesthetics

Score: 3/5

The website’s design is minimal and consistent, but visually underwhelming. Its dark color palette and lack of interactive elements make it feel outdated and somewhat monotone. A more modern design—featuring brighter visuals, micro-interactions, and a refreshed layout—could significantly enhance the first impression for digital visitors.

2. Navigation & Information Accessibility

Score: 3/5

Navigation is straightforward, and the “Book Now” button is conveniently fixed at the top of the page—something we always like to see. However, there is some redundancy in the menu structure. For example, both “Rooms” and “Suites” are listed as separate categories, despite suites naturally falling under the umbrella of rooms. This may confuse users and could benefit from simplification.

3. Booking Experience & Functionality

Score: 5/5

This is where Mimi’s Hotel truly shines. The booking experience is seamless, clear, and highly functional. Guests can easily view prices, room details, and included packages. There’s transparency in pricing and no frustrating redirects or unclear policies—something that’s still surprisingly rare in the boutique hotel world.

4. Mobile Optimisation

Score: 4/5

The mobile site performs well, maintaining much of the desktop functionality with good responsiveness. However, a small issue was noted: in the “Contact Us” section, the text overlaps on some screen sizes, which can make the site look less polished. Still, the overall mobile experience remains smooth and reliable.

5. Content Quality & Storytelling

Score: 3/5

The written content is serviceable but lacks personality. Image quality is inconsistent—some photos are oversaturated or compressed, which detracts from the hotel’s luxurious vibe. One highlight is the mention of Molton Brown bath products, which subtly communicates quality and attention to detail. A thoughtful redesign paired with a clearer brand voice could elevate this hotel's storytelling potential dramatically.

Final Comments

Mimi’s Hotel Soho has a strong foundation and delivers where it matters most: booking functionality and ease of use. However, the site’s outdated design, redundant navigation, and lack of vibrant storytelling hold it back from delivering a truly premium online experience. With a strategic website refresh and more focus on digital branding, Mimi’s could easily become one of the top boutique hotel websites in London.