Hotel Swexan

Hotel Swexan opened its doors in June of 2023 and needed a sleek website design that effectively communicated their unique brand identity — blending Swiss hospitality with Texan charm.

My Role

UX/UI Designer

Agency / Team

CMYK

Sr. Designer, Project Manager, Design Director, Development Team

Timeline

~ 5 months

Dec 2022 — May 2023

Project Scope

Website Design, Restaurant Microsite, Branding


Project Brief

Create a digital platform that represents the brand identity and mission of Hotel Swexan, positioning the new build as a premier destination in Dallas, Texas. 

Key Objectives

  • Streamline bookings and communicate offerings to potential hotel guests.

  • Build a custom WordPress website and back-end system in order to improve content flexibility, allow for easier maintenance and updates, and scalability.

  • Aim to launch prior to hotel’s opening in summer 2023.

Establishing brand identity and positioning Hotel Swexan as a luxury destination.

We utilized Swexan’s brand guide to pull in various elements and distinctive motifs that would inform the overall site design — “Swiss hospitality meets Texan charm”. The design needed to resonate with a diverse audience, from established guests seeking refined experiences to millennials looking for modern, high-end stays.

Ease of use through intuitive navigation and content organization.

It was crucial for the website to convey a sense of luxury while effectively showcasing the hotel's accommodations, amenities, and services. Content needed to be organized effectively in order to increase discoverability, which is why we opted to display all top-level pages upon landing.

Driving conversion through persistent calls to action for booking, newsletter signups, and reservations.

We implemented clear and compelling call-to-actions to encourage users to book their stay at Hotel Swexan. The modal streamlined the booking process and significantly enhanced the user experience, making it easier for customers to secure their reservations seamlessly.

Booking ability ease for guest room categories and rates.

We wanted to provide users with an effective and user-friendly way to narrow down their booking choices. On the room pages, users can conveniently filter between a variety of options and easily pick between numerous room types to find the perfect fit for their needs.

Design elements that are both functional and aesthetic.

Because this was a new property, it was important to reiterate the hotel’s unique identity through the site’s aesthetic, motifs, and iconography. Throughout the site, we included a fine balance of decorative motifs that served function and aesthetic.

The Outcome

We successfully brought Swexan’s brand to life by designing a comprehensive multi-page website that effectively showcased the hotel's extensive amenities, while adhering to brand guidelines. The site architecture was thoughtfully crafted, with a seamless user experience and clear navigation.

Key Takeaways & Impact

  • Prioritize touch points for conversion: Hotel Swexan generated around $5 million in revenue as of July 2024. Through thoughtful UI, we were able to enforce user actions.

  • Consistency establishes identity: Maintaining a consistent visual identity across all platforms fosters brand recognition and trust. Aligning design elements such as color schemes, typography, and imagery helps create a cohesive and memorable brand experience.

  • Discoverability through organized content: The site’s design and content layout reduces cognitive load, making navigation intuitive and ensuring users could complete key tasks, like booking a room, without roadblocks.