I had the privilege of working on an incredible project that allowed me to design a platform showcasing thousands of exotic luxury properties from around the globe. Seeing these dynamic pages come to life with vibrant photos, observing visitors engaging with the tools we designed, and witnessing the direct impact on the company's end-of-year revenue was a truly rewarding experience.
The digital directories for Gold and Platinum members had been incrementally updated over the years but were long overdue for a comprehensive revamp. The client envisioned a fully reimagined platform that would unify the experience for both membership tiers while tailoring the content and data to each group’s unique offerings. This presented an exciting opportunity to design a modern, user-focused platform with the help of a talented team of copywriters, programmers, and project managers.
The existing directories lacked cohesion and modern functionality, which hindered user engagement and failed to meet evolving user expectations. It was crucial to maintain some familiar navigation patterns for current users while introducing innovative tools to enhance the experience. Balancing the needs of both Gold and Platinum members within a single design framework was a core challenge, requiring a nuanced approach to content differentiation and functionality.
This project was made possible through DCGONE, and Grazitti.
The digital directories for Gold and Platinum members had been incrementally updated over the years but were long overdue for a comprehensive revamp. The client envisioned a fully reimagined platform that would unify the experience for both membership tiers while tailoring the content and data to each group’s unique offerings. This presented an exciting opportunity to design a modern, user-focused platform with the help of a talented team of copywriters, programmers, and project managers.
The existing directories lacked cohesion and modern functionality, which hindered user engagement and failed to meet evolving user expectations. It was crucial to maintain some familiar navigation patterns for current users while introducing innovative tools to enhance the experience. Balancing the needs of both Gold and Platinum members within a single design framework was a core challenge, requiring a nuanced approach to content differentiation and functionality.
The design process was highly collaborative, involving extensive back-and-forth discussions to align the client’s requirements with user needs. Key elements from the previous site were retained for continuity, while new features, such as a hotel finder tool, were introduced to empower users in exploring properties tailored to their preferences. By prioritizing a clean hierarchy of information and making thoughtful compromises, the team focused on delivering a seamless experience. Full rail-to-rail images and parallax hero animations were omitted in favor of prioritizing content visibility and smoother scrolling for practicality and user satisfaction.
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01 of 05
A look at the stacked mobile nav flow, mapping out click states across breakpoints.
For mobile, I had to think through how media queries would shift things around — and what all the possible click states might look like once everything stacked.
A look at the stacked mobile nav flow, mapping out click states across breakpoints.
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02 of 05
Low-fidelity motion studies mocked up in After Effects to guide interaction design.
During the concept phase, I mocked up how motion could flow from one section to the next — just enough to help myself (and devs) imagine how it might be pulled off with CSS or JavaScript.
Low-fidelity motion studies mocked up in After Effects to guide interaction design.
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03 of 05
Early Sketch-to-InVision clickthrough used to simulate flow before dev handoff.
Back when I was still linking Sketch to InVision, I used clickstates to get a feel for how the user flow would actually work — lo-fi, but effective.
Early Sketch-to-InVision clickthrough used to simulate flow before dev handoff.
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04 of 05
Tiered property filtering based on location — a functional, scalable search tool.
I’ve always loved utility-style pages like this — a location-first search tool that surfaces properties by tier. Clean, efficient, and easy to scale.
Tiered property filtering based on location — a functional, scalable search tool.
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05 of 05
One of those moments where I realized... maybe we *do* need an approval gate.
After launch, we invited properties to upload their own images — and quickly realized we needed an approval gate. A few started uploading selfies instead of room photos, which made it clear that even high-end properties need guidance. It was a funny reminder that design is never “done” — it’s an ongoing process of adapting, adjusting, and refining as real people interact with the system.
One of those moments where I realized... maybe we *do* need an approval gate.
This project was a fulfilling experience, offering the chance to blend creativity with problem-solving while collaborating with a talented team. I valued the opportunity to contribute to every stage of the process, from creating cohesive design patterns to delivering interactive prototypes and polished front-end styling. Despite some compromises, the final product struck the right balance between innovation and usability, making it immensely rewarding to see the platform's positive reception and impact
The final product was a fully redesigned digital platform that unified the experience for Gold and Platinum members, sharing the same visual language while presenting unique data for each tier. The design combined a modern aesthetic with user-centric functionality, incorporating tools like the hotel finder to simplify property searches. Interactive prototypes built with InVision and motion concepts demonstrated through After Effects ensured a polished and cohesive final product. The platform successfully preserved familiar elements for existing users while introducing innovations that elevated the overall experience.
After the project's completion, the redesigned digital directories were embraced by both the client and users, with the unified platform enhancing member engagement and streamlining the user experience across Gold and Platinum tiers. The hotel finder tool became a standout feature, empowering users to tailor their property searches effortlessly, while the modern aesthetic and intuitive functionality elevated the overall brand perception. The client utilized the platform to drive marketing initiatives, improve onboarding, and boost member retention, with positive user feedback affirming its success and value.
The overall experience working on Fine Hotels & Resorts was unforgettable. It started back in 2016 when I was contributing small components to the site — nothing major, but it gave me a glimpse into the world of luxury travel. A year or two later, the FHR team came back to us for a full redesign, and that’s when I really dove in. I remember staring at these stunning property images — from Bali to the Amalfi Coast to the Maldives — and joking to myself that maybe I’d picked the wrong career path. When you spend five hours a day looking at places that beautiful, it definitely makes you rethink your surroundings. Funny enough, this project ended up shaping my actual travel choices: it inspired my trip to Bali, and during COVID, I chose the Maldives for my honeymoon — all because of the impact this website had on me. That’s why this one holds such a special place in my heart. I’ll keep it in my featured projects for as long as I can, and I hope the projects I work on in the future continue to change me in the same way.
© 2025 Site designed by Ninyo. All Rights Reserved. Site created using mobile-first code approach, designed in Figma, coded using intermingled HTML inside PHP (both for front-end and back-end), Sass, and Javascript.