Roma Eterna Hotel – Landing Page Redesign
Introduction
I redesigned the landing page for Roma Eterna Hotel, a 4-star luxury property in Rome, to address key pain points that drove users to third-party booking platforms. My goal was to craft a digital experience that not only reflects the hotel’s upscale identity but also streamlines the direct booking process.
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The Process
Research & Competitive Analysis
- I began by examining industry standards and competitor sites, including J.K. Place Roma, Hotel Palazzo Manfredi, and Villa Laetitia.
a. J.K. Place Roma: Noted for its sophisticated design and clear booking prompts, but could improve load times and mobile optimization.
b. Hotel Palazzo Manfredi: Strong use of location-based imagery and straightforward navigation, yet special offers needed more prominence.
c. Villa Laetitia: A minimalist, heritage-oriented approach that exudes calm, though its CTAs blended too much with the design and performance required enhancement.
Ideation & Wireframing
- I translated user feedback into design requirements.
- Focused on reducing friction in the booking flow and emphasizing transparency in pricing and loyalty rewards.
- Created low to high-fidelity prototypes that balanced visual aesthetics with usability.
Design Execution
Visual Hierarchy & Branding:
- I integrated high-resolution imagery, a refined color palette featuring gold accents, and a blend of modern sans-serif with classic serif typography to evoke luxury.
Streamlined Booking Experience:
- I enhanced the clarity of CTAs by placing a prominent booking bar above the fold and simplifying the date-picking mechanism.
Responsive & Engaging Layout:
- I developed a modular, scroll-friendly layout with dedicated sections for amenities, experiences, and customer testimonials, ensuring a cohesive experience across desktop and mobile.
Final Touches & Performance Optimization:
- Recognizing that aesthetics must be supported by functionality, I prioritized optimizing load times and ensuring a smooth mobile experience.
- Each interactive element was refined to guide the user seamlessly from discovery to booking.
Outcome & Reflections
The redesigned landing page not only elevates Roma Eterna Hotel’s digital presence but also addresses historical pain points, driving a higher intent to book directly. My approach combined user research, competitive benchmarking, and iterative design to produce a solution that is both visually compelling and functionally robust. This project has reinforced my belief that luxury online experiences are best achieved through a balance of style, clarity, and continuous iteration.
Final Thoughts
I’m proud of how the new design encapsulates the essence of Roma Eterna Hotel while significantly enhancing usability. This project is a testament to the power of thoughtful UX design—where every pixel and interaction contributes to a seamless and engaging user journey.
Feel free to explore the project details at https://www.laidesign.studio/portfolio-1/martvis-hotel-landing-page