This study investigates the integration of design principles in the strategic implementation of software to optimize value propositions in the hospitality sector. Focusing on Haarnio Oy, a Finnish company specializing in signage solutions, the research explores how specific design principles, particularly user-centered design and the integration of digital and manual processes, can enhance customer satisfaction and operational efficiency. Utilizing a quantitative methodology, data was collected through online surveys targeting end customers. The findings reveal a high adoption rate of digital tools, with booking platforms being the most used. Key user-centered features such as personalized recommendations and enhanced mapping were highly valued, indicating the importance of aligning software functionalities with user preferences. Challenges identified include technical integration issues, pricing transparency, and user interface design, suggesting areas for improvement. The study concludes with practical recommendations for enhancing digital offerings and future research directions to ensure sustained growth and enriched service delivery in the hospitality industry.
