Roma Eterna

Collage featuring a luxury hotel website and picturesque Roman landmarks, including fountains and classical architecture, conveying elegance and heritage.

UI/UX

INTRODUCTION AND GOAL

Perched in the heart of Rome, Roma Eterna Hotel sought a landing page as splendid as its marble floors and vaulted ceilings.

My Goal: craft a digital entryway that matches their old-world glamour, modern convenience, and elevated guest experience.

RESEARCH PHASE

User Feedback: Guests cited friction in direct booking flows and found the old site visually flat—unworthy of the hotel’s actual atmosphere.

Luxury Market Insight: Benchmarking J.K. Place Roma and other top-tier properties revealed that opulent photography and frictionless user pathways are a must in the high-end hospitality space.

Customer Journey Mapping: Highlighted emotional highs and lows, pinpointing friction points in booking flows and date adjustments.

Document discussing J.K. Place Rome's visual identity, navigation, and performance optimization features.
Text titled 'Villa Laetitia' discussing design and aesthetic approach, call-to-action strategy, and performance and user experience. Highlights minimalist design with subtle cues, CTA integration challenges, and need for performance optimization."
Luxury hotel lobby with elegant seating area, art, potted plants, and striped carpet at J.K. Place Roma.
Survey results on hotel booking frequency in the past three months, featuring a pie chart. Pie chart shows: within the last month (33.3%), 1-3 months ago (35.6%), 3-6 months ago (8.9%), 6-12 months ago (6.7%), over a year ago (15.6%). Total: 45 answers. Aim: Understand booking frequency. Results show 35 of 45 booked in the last 3 months.
Survey results presentation slide showing participant satisfaction with hotel booking experience, displaying a bar chart with ratings from 1 to 5, where 4 was the most frequent response. Accompanying text explains the aim and results noting low satisfaction average of 2.6.
Slide showing key findings on hotel website usage, including high recent usage, preference for Booking.com, mediocre satisfaction scores, calls for transparency, mobile responsiveness, and interest in loyalty incentives.

IDEATION PHASE

Wireframes emphasized a hero section capturing the grandeur of Roman architecture, immediate booking prompts, and simplified rate details—conveying transparency and trust to prospective guests.

Website flowchart diagram showing homepage navigation for rooms, experiences, menu, booking, language options, and gallery.
Promotional page for Roma Eterna Hotel showcasing different room options including Superior Double Rooms, Premium Room, Junior Suite, Junior SPA Suite, Deluxe Suite, Presidential Suite, and Presidential Suite with Spa. Additional images show hotel amenities and contact information.
Hotel spa with sauna, robes, and wooden seating, Roma Eterna Hotel website interface.

(Before Redesign)

Screen capture of the Roma Eterna Hotel website showing luxurious room interiors, a view of Rome’s streets, and information about the hotel's amenities like a luxury spa, rooms and suites, and organizing activities for guests.

DESIGN PHASE

Visual Hierarchy: Gold accent lines and artful serif headlines exude quiet opulence. High-resolution images transport users into the hotel’s sumptuous world.

User Journey: Every scroll reveals thoughtful content blocks, from curated experiences to booking tools, ensuring a balanced blend of storytelling and functionality.

Wireframe sketch of a website layout featuring navigation buttons labeled Home, Rooms, Experience, Gallery, and Menu at the top. The main section displays a large placeholder with "Welcome to" and "Logo" text, and a "Book" button below.
Wireframe sketch of a website layout for a luxury hotel spa, featuring a header with the title 'Luxury Hotel Spa,' a description module with placeholder text, three vertical rectangles representing images or content areas, and a section titled 'ADV Cocktail Bar + Description' with a 'Book' button.

(Lo-Fi Wireframes)

FINAL PRODUCT AND OUTCOME

Boost in Direct Bookings: Prominent “Check Availability” calls to action reduced abandonment, driving more reservations.

Lower Bounce Rate: Breathtaking visuals and intuitive design tempt visitors to linger longer.

Reinforced Brand Identity: In marrying modern UX with timeless Roman style, Roma Eterna distinguishes itself among discerning travelers.

CONCLUSION

Roma Eterna’s landing page reaffirms that a site can radiate old-world charm while speaking the sleek language of modern digital convenience, encouraging bookings and elevating brand cachet.