UNA HOTELS

Italy, 2024

Design Direction, research and UX/UI Redesign for UNA Hotels, the Italian leader hotellerie in Italy, with the finest hotels and restaurants.

Design Vision and Direction / Research, Benchmark and UX / UI Desktop and Mobile/ Design Library

I collaborated on the UNA Hotels project, one of Italy’s leading hospitality brands, as a freelancer for Sketchin, one of the country’s top design studios. Over two months, I worked alongside a research and UX designer to shape the concept for the new UNA Hotels platform.

The project involved in-depth research, benchmarking, and strategy, followed by the redesign and creative direction of two design proposals. Throughout the process, we held daily and weekly calls with the client and conducted A/B testing with selected users to refine the experience.

Research

The entire research phase focused on defining new business pillars and identifying the need for change. We then analyzed competitors—their strengths and weaknesses—to craft a concept that truly stood out.

Benchmark & Pillars

Based on our research and benchmarking, we defined key action pillars to guide the concept. These pillars were shaped by the strengths of our competitors, allowing us to craft a concept that stood out and felt truly refined.

Design

For the design, we explored two distinct approaches with different architectures: one was a sleek, full-black luxury concept focused on brand storytelling, while the other took a more commercial, Airbnb-style direction with a clean white background.

We began by analyzing the business needs, the brand’s core pillars, and future goals. From there, we collaborated closely with the client to define requirements and lay the foundation for the design phase. Using a design thinking approach, we guided them through structured exercises to align on strategy and vision.

I created a board where I analyzed competitors and best-in-class examples, mapping them against the key pillars we had defined for the concept. This allowed us to identify the strongest references for each pillar and build a solid foundation for the design.

In the end, before starting the design part, I concluded the research sprint with two architectures, these would be the guide for the two designs, the Luxury and the Commercial.

DESIGN

LET'S CREATE

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