Villatel
Villatel is a luxury villa rental brand offering over a hundred premium properties across 6 resort communities in Florida, with the plan to expand to other US states in the future. The project focused on a complete website redesign aimed at enhancing the discovery, exploration, and reservation processes.
Date
2023
Client
Villatel
Role
UX Designer
Key Skills
UX Design
01
The Challenge
Villatel’s existing website struggled to scale with the brand’s growth, limiting visibility of new properties and destinations. The challenge was to improve discoverability, clearly communicate product differentiators, and create a more intuitive, visually rich experience that better met user needs while driving higher conversions.
02
Redefining Information Architecture
We mapped out the new site structure to clearly show how Villatel’s brand, its resorts, and individual properties would be represented. The goal was to make the product architecture easy to understand and capture key features early on, setting a strong foundation before moving into design.
Sitemap and examples of information architecture
03
Enhancing Product Discovery
Simplifying product structure to reduce friction and support scalability
We identified the sheer number of nearly identical property listings as a key blocker to discovery. With over 250 results, users found it difficult to compare and narrow down options to suit thier needs. By simplifying the product structure and grouping properties by type and size, we made it easier for users to scan, explore, and move toward conversion, while still allowing for personalisation later in the flow.
User journeys illustrating existing vs proposed product architecture
03
Enhancing Product Discovery
Mapping the paths to discovery - Supporting search-driven, exploratory, and organic entry points
We designed the discovery experience to accommodate different user behaviours - from those searching with intent to those browsing more openly. Users can access properties via global search, guided navigation through resorts and destinations, or land directly on SEO-optimised pages through targeted search terms. Each path was streamlined to surface relevant results quickly and move users efficiently towards a PDP.
Mapping out property discovery journeys
A refined search experience
Property listing page - card & map view
04
Supporting Late-funnel User Confidence
Giving users the clarity they need to book with confidence
The goal of the PDP was to better surface the unique features and details of each property group. We focused on creating a clear, structured layout that highlights key information incuding room configurations and amenities, some of which was missing from the existing design. By making all essential details easy to access, we aimed to reduce uncertainty and give users the confidence they need to make a decision.
Proposed property type detail page
04
Supporting Late-funnel User Confidence
Introducing the Cart - Supporting flexibility and multi-home bookings
The new cart feature was designed to meet key user needs uncovered:
It allows guests to save properties for later, offering flexibility for users that are not ready to convert immeditely.
It enables multi-home bookings in a single transaction - satisfying the needs of large groups where friends or family are looking to book separate villas but stay close together.
Proposed Card feature
05
Optimising The Booking Flow
Catering to user preferences without adding friction
The new booking flow introduces an optional first step to pick a unit - giving users the choice to personalise their stay, especially satisfying the user need to book a property with a specific themed room or specify villa location based on personal preferences. By moving this step into the booking flow, we replace a rigid upfront choice with a more intuitive, late-stage personalisation step.
User flows illustrating entry points into the booking flow
Proposed 2-stepped booking flow
06
Outcome
Throughout the project, I worked closely with the UI designer to ensure that UX thinking was carried through to the final design. Our sprints overlapped, allowing for constant collaboration—balancing UX best practices with visual creativity and brand expression.
The client has been gradually rolling out the proposed designs, running tests on the live site and refining as they go. The work delivered a strong foundation for an experience that supports both user needs and business growth.
Project credits:
Harriet Dennis (UI Designer)
