The Lince Hotels
The Lince Hotels & Resorts is a Portuguese hospitality group with properties across mainland Portugal and the islands. This project focused on redefining the brand’s digital presence through a new visual identity, website experience, and design system, creating a more cohesive and contemporary experience across its properties.
Client
The Lince Hotels & Resorts
Segment
Hospitality, Hotels & Resorts, Digital Experience
Year
2023
Role
UX/UI Designer
Expertise
Heuristic Evaluation User Research UX/UI Design Web Design Visual Design UI Kit Prototype
Research Methods
Heuristic Evaluation Market Research Competitor Analysis Benchmarking Sitemap Definition
Softwares & Platforms
Figma & Figjam Adobe Illustrator Adobe Photoshop Treejack (for Tree Testing)
Project Overview
The project focused on redesigning The Lince Hotels & Resorts website, addressing an outdated digital experience that lacked the visual quality and functionality expected from a modern hospitality brand. The goal was to create a more refined, intuitive, and engaging platform that strengthened the brand’s digital presence and made it easier for guests to explore its properties and services.
Challenge
The main challenge was to redefine the website’s visual and functional direction while maintaining consistency with the brand’s identity across different properties. Through market research, competitor analysis, and benchmarking, we identified opportunities to improve the information architecture, navigation, and overall user experience, creating a stronger foundation for the redesign.
Heuristic Evaluation
We began by evaluating the existing website against Nielsen Norman Group’s 10 usability heuristics to identify friction points across key user flows. The analysis revealed recurring issues around system feedback, navigation and user control, consistency, and error prevention. These findings helped us define clear usability priorities for the redesign and establish a stronger foundation for a more intuitive and reliable experience.
Benchmarking
To inform the redesign, we benchmarked leading hotel websites across Portugal and international markets, comparing their content structure, features, language options, and overall digital offering. The analysis revealed opportunities to strengthen The Lince’s online presence, particularly around content organization, hotel discovery, and the way the wider group and its properties are presented.
Sitemap
We reassessed the existing sitemap to simplify the website’s information architecture and reduce unnecessary duplication. Using Tree Testing in Treejack, we validated the proposed structure and how users expected content to be organized. The final sitemap reduced the number of pages from 42 to 28, creating a clearer and more efficient navigation structure.
Wireframes Low & Mid-Fi
With the information architecture defined, I translated the research insights into low-fidelity wireframes, exploring layouts, navigation, and content hierarchy. Competitor references helped inform key web patterns and interactions before moving towards more detailed designs.
UI Kit
The UI Kit translated the brand identity into a consistent visual system, defining typography, colors, buttons, cards, icons, and navigation elements. Accessibility testing also helped ensure clear contrast and readability across the interface.
Team
Patrícia Conde Miguel Carvalho
Developers
Pedro Palrão
Impact
The redesign delivered a clearer, more modern, and user-friendly digital experience compared to the previous website. Despite some development limitations, the project established a stronger visual direction and improved the overall structure and usability of the platform.
The Lince Hotels
The Lince Hotels & Resorts is a Portuguese hospitality group with properties across mainland Portugal and the islands. This project focused on redefining the brand’s digital presence through a new visual identity, website experience, and design system, creating a more cohesive and contemporary experience across its properties.
Client
The Lince Hotels & Resorts
Segment
Hospitality, Hotels & Resorts, Digital Experience
Year
2023
Role
UX/UI Designer
Expertise
Heuristic Evaluation User Research UX/UI Design Web Design Visual Design UI Kit Prototype
Overview
The Lince Hotels & Resorts is a Portuguese hospitality group with properties across mainland Portugal and the islands. This project focused on redefining the brand’s digital presence through a new visual identity, website experience, and design system, creating a more cohesive and contemporary experience across its properties.
Categories
User Experience & User Interface
Client
The Lince Hotels & Resorts
Research Methods
Heuristic Evaluation Market Research Competitor Analysis Benchmarking Sitemap Definition
Softwares & Platforms
Figma & Figjam Adobe Illustrator Adobe Photoshop Treejack (for Tree Testing)
Project Overview
The project focused on redesigning The Lince Hotels & Resorts website, addressing an outdated digital experience that lacked the visual quality and functionality expected from a modern hospitality brand. The goal was to create a more refined, intuitive, and engaging platform that strengthened the brand’s digital presence and made it easier for guests to explore its properties and services.
Challenge
The main challenge was to redefine the website’s visual and functional direction while maintaining consistency with the brand’s identity across different properties. Through market research, competitor analysis, and benchmarking, we identified opportunities to improve the information architecture, navigation, and overall user experience, creating a stronger foundation for the redesign.
Heuristic Evaluation
We began by evaluating the existing website against Nielsen Norman Group’s 10 usability heuristics to identify friction points across key user flows. The analysis revealed recurring issues around system feedback, navigation and user control, consistency, and error prevention. These findings helped us define clear usability priorities for the redesign and establish a stronger foundation for a more intuitive and reliable experience.
Benchmarking
To inform the redesign, we benchmarked leading hotel websites across Portugal and international markets, comparing their content structure, features, language options, and overall digital offering. The analysis revealed opportunities to strengthen The Lince’s online presence, particularly around content organization, hotel discovery, and the way the wider group and its properties are presented.
Costumer Journey
Benchmarking
Sitemap
We reassessed the existing sitemap to simplify the website’s information architecture and reduce unnecessary duplication. Using Tree Testing in Treejack, we validated the proposed structure and how users expected content to be organized. The final sitemap reduced the number of pages from 42 to 28, creating a clearer and more efficient navigation structure.
Moodboard
Wireframes Low & Mid-Fi
With the information architecture defined, I translated the research insights into low-fidelity wireframes, exploring layouts, navigation, and content hierarchy. Competitor references helped inform key web patterns and interactions before moving towards more detailed designs.
UI Kit
The UI Kit translated the brand identity into a consistent visual system, defining typography, colors, buttons, cards, icons, and navigation elements. Accessibility testing also helped ensure clear contrast and readability across the interface.
Team
Patrícia Conde Miguel Carvalho
Developers
Pedro Palrão
Impact
The redesign delivered a clearer, more modern, and user-friendly digital experience compared to the previous website. Despite some development limitations, the project established a stronger visual direction and improved the overall structure and usability of the platform.
The Lince Hotels
The Lince Hotels & Resorts is a Portuguese hospitality group with properties across mainland Portugal and the islands. This project focused on redefining the brand’s digital presence through a new visual identity, website experience, and design system, creating a more cohesive and contemporary experience across its properties.
Client
The Lince Hotels & Resorts
Segment
Hospitality, Hotels & Resorts, Digital Experience
Year
2023
Role
UX/UI Designer
Expertise
Heuristic Evaluation User Research UX/UI Design Web Design Visual Design UI Kit Prototype
Project Overview
The project focused on redesigning The Lince Hotels & Resorts website, addressing an outdated digital experience that lacked the visual quality and functionality expected from a modern hospitality brand. The goal was to create a more refined, intuitive, and engaging platform that strengthened the brand’s digital presence and made it easier for guests to explore its properties and services.
Challenge
The main challenge was to redefine the website’s visual and functional direction while maintaining consistency with the brand’s identity across different properties. Through market research, competitor analysis, and benchmarking, we identified opportunities to improve the information architecture, navigation, and overall user experience, creating a stronger foundation for the redesign.
Research Methods
Heuristic Evaluation Market Research Competitor Analysis Benchmarking Sitemap Definition
Softwares & Platforms
Figma & Figjam Adobe Illustrator Adobe Photoshop Treejack (for Tree Testing)
Heuristic Evaluation
We began by evaluating the existing website against Nielsen Norman Group’s 10 usability heuristics to identify friction points across key user flows. The analysis revealed recurring issues around system feedback, navigation and user control, consistency, and error prevention. These findings helped us define clear usability priorities for the redesign and establish a stronger foundation for a more intuitive and reliable experience.
Benchmarking
To inform the redesign, we benchmarked leading hotel websites across Portugal and international markets, comparing their content structure, features, language options, and overall digital offering. The analysis revealed opportunities to strengthen The Lince’s online presence, particularly around content organization, hotel discovery, and the way the wider group and its properties are presented.
Costumer Journey
Persona & Problem Statement
Sitemap
We reassessed the existing sitemap to simplify the website’s information architecture and reduce unnecessary duplication. Using Tree Testing in Treejack, we validated the proposed structure and how users expected content to be organized. The final sitemap reduced the number of pages from 42 to 28, creating a clearer and more efficient navigation structure.
Moodboard
Wireframes Low & Mid-Fi
With the information architecture defined, I translated the research insights into low-fidelity wireframes, exploring layouts, navigation, and content hierarchy. Competitor references helped inform key web patterns and interactions before moving towards more detailed designs.
UI Kit
The UI Kit translated the brand identity into a consistent visual system, defining typography, colors, buttons, cards, icons, and navigation elements. Accessibility testing also helped ensure clear contrast and readability across the interface.
Team
Patrícia Conde Miguel Carvalho
Developers
Pedro Palrão
Impact
The redesign delivered a clearer, more modern, and user-friendly digital experience compared to the previous website. Despite some development limitations, the project established a stronger visual direction and improved the overall structure and usability of the platform.
