While all sites share the same framework, strong visual design ensures each maintains its individual identity.
Every hotel had its own brand guidelines, tone, and personality. Designing each site separately was slow and expensive. Yet Aparium didn’t want a cookie-cutter template. The challenge was to find balance; a shared structure that made production faster, but still gave each hotel creative freedom.
I worked as the lead UI/UX designer, responsible for:
I started by mapping out what services need to be consistent across properties, and how they could be presented differently at each one.
Every hotel offers the same core services: rooms, dining, events, location, experiences and more. The framework I designed supports variation in these services.
The old booking experience was confusing, showing customers all of the hotels in Aparium's portfolio, even if they chose to book from a specific hotel. I redesigned the booking flow based on user feedback to ensure each hotel had a logical and effortless flow without distractions. I also made sure that the booking experience was consistent for all of the hotels and their services.
Gift cards were not accommodated on the site, and had to be used over the phone. However, I made them a feature, allowing users to buy, send, and check balance on the site.
Working with Aparium's brand guidelines for each property, I transformed print and physical environmental design into digital experiences. The trick was to use my previous graphic and visual design knowledge in a combination with my UXR and web development experience.
Hotel Populus Denver
Daxton Hotel
Surety Hotel
I created a framework that allowed each hotel to have a unique identity from a customer point of view, while administrators got a common framework that allowed them to easily manage all of the properties.
New hotel sites now launch in weeks, not months, average time to production cut in half
Consistent booking flow across all properties
Gift card system integrated with direct booking
