Website for a hotel in Bali
• Navigation improvement and redesign
How I transformed an outdated boutique hotel website into a modern, conversion-focused booking experience with a scalable design system.
Context
Serenity is a boutique hotel located in Goa. The original website had a visually outdated structure reminiscent of early 2000s architecture, with cluttered layouts, weak booking focus, and no cohesive visual identity. While the hotel itself offered a strong atmosphere and positioning, the digital experience did not reflect its value or support conversion.
Core Problem
How to redesign the website so that it communicates a premium boutique experience, simplifies decision-making, and increases booking conversion, especially on mobile where most traffic originated.
Problem
I restructured the information architecture to prioritize the booking journey. Navigation was simplified, and all friction points between browsing rooms and selecting dates were reduced. The Rooms section was redesigned with user scenarios in mind, testing different layouts for room cards, pricing emphasis, feature hierarchy, and experiential storytelling blocks that help users imagine their stay.
Given that 67 percent of traffic came from mobile devices, the redesign followed a mobile-first approach. Mobile interactions were optimized with simplified filters, a clearer date selection interface, and direct access to pricing and availability.
Product Move
I rebuilt the entire UI layer, creating a cohesive visual system with refined typography, balanced light and dark themes, modular card layouts, and consistent iconography. Animation and micro-interactions were introduced to enhance perceived quality without overwhelming the interface. A scalable component library was designed to support future growth and content expansion.
Outcome
The result was a modern, visually cohesive, conversion-oriented hotel website with a structured booking flow, improved usability across devices, and a scalable design system ready for long-term product evolution.
My Role
I led the full redesign from UX strategy and information architecture to visual system creation, mobile-first optimization, interaction design, and component library development.
