This project was a collaborative redesign of the website for La Paranera, a boutique hotel nestled in the nature of Comala, Colima. We worked on two iterations with the goal of reflecting its visual identity, highlighting its accommodation offerings, and improving the navigation experience.
My role as a UI designer included creating the site map, designing interfaces, and assembling the site, in collaboration with a complementary team in UX and UX writing.
Research Objectives
The purpose of the research was to identify the main friction points for both users and the hotel team when making a reservation, particularly due to the use of an external platform that can create confusion and limits the exploration of details about each room.
Methods
User habits — primarily from foreigners — were analyzed when making a reservation, and the limitations and possibilities of the external platform (Cloudbeds) were evaluated. Additionally, the necessary experience to make informed decisions before leaving the site was studied.
Key findings
We discovered that one of the main friction points was the transition between the website and the booking platform, as there was little visual and functional consistency. It was also identified that there was a lack of clear signage to help users easily differentiate and identify the rooms.
Creation process
Based on the findings, a visual experience was designed to facilitate room comparison, using icons, representative masks, images, and detailed descriptions. The brand identity was also reinforced, and key amenities such as the spa, Cuaxiote, and nearby tourist spots were given visibility.
In a second iteration, a new location — Casa Paranera — was integrated, prioritizing visual differentiation and consistency between both locations.
Prototype design
The visual design followed a modern and welcoming line, inspired by the symbolic elements of the hotel, such as the masks and artisanal materials.
Icons were incorporated to represent services and locations, and sticky components were added to key sections, such as the rooms, to keep information like location, number of guests, and room name visible.
The use of real photography of the place and its people helped convey a sense of closeness, nature, and culture.
Results and learnings
The redesign significantly improved navigation clarity and the understanding of the booking process, reducing friction when transitioning to the external platform. The visual integration between both locations also helped reinforce the hotel's identity.
On a personal level, this project allowed me to delve deeper into the visual adaptation of brands with strong symbolic meaning and collaborate harmoniously with a multidisciplinary team.
Next steps
The next step will be to evaluate user behavior with the new site structure and their interaction with the booking platform.
Improvements will also be considered as user behavior is evaluated on the mobile experience, as well as regarding the flora library and the tourist guide.
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