Phāea

KEY IMFORMATION
COLLABORATORS
Time Span
May 1, 2025
July 31, 2025
Client
Noble Co.
Project Type
Research
My Role
UX Designer
Tools
Figma
Notion
Google Analytics
Nabil Butt

Project Background

Problem Statement

Since its launch in 2019, the Phāea Resorts website (the corporate site for a collection of four luxury hotels in Crete) struggled to engage its target audience​. The flagship site functioned mainly as an internal resource and had a very corporate feel, which meant potential guests weren’t finding it appealing. In effect, the company risked losing bookings because the online experience was underperforming and not effectively attracting or converting prospective travellers​.

Project Goals

The primary goal was to redesign the Phāea website to better meet the needs of modern travellers and digital nomads. We focused on improving the booking journey, enhancing content discoverability, and aligning the site experience with post-COVID expectations. The project aimed to increase direct bookings through simplified user flows, present resorts and destination content in a more inspiring and accessible way, enable transparent and flexible booking policies, and bring the overall tone and structure in line with a luxury hospitality brand.

Background Context

Phāea Resorts is a renowned 5-star hospitality brand based in Crete, Greece, known for its blend of luxury accommodations, authentic Greek ethos, and commitment to sustainability. The group operates multiple unique resorts across Crete, each with its own character but all reflecting high-end design and local engagement​. By 2022, Phāea's online presence consisted of a parent “umbrella” website linking its individual hotel sites. However, this main site had remained relatively static since 2019 and wasn’t keeping pace with emerging trends in travel. The timing of this project (May–July 2022) was critical. In the wake of COVID-19, travel behavior had shifted dramatically–remote work and “digital nomad” lifestyles were on the rise, and travellers expected more flexibility and information from hospitality providers. Phāea Resorts recognised the need to research these trends and update their digital strategy accordingly. Using the Double Diamond approach (Discover, Define, Develop, Deliver), our team undertook a UX research project to understand user needs and recommend improvements to Phāea’s web experience in light of post-pandemic travel and work patterns.

The Process

Discover Phase

User Survey

We conducted a targeted user survey with 24 mid-career travellers (aged 35–44, income €36–50k) from Germany and the UK. Our goal was to understand how travel behaviours, booking habits, and expectations have evolved post-COVID.

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Key insights:

  • 96% of users want detailed information about hotel amenities and local surroundings
  • 83% value flexibility, expecting cancellation and date changes as standard
  • Booking typically follows a multi-channel journey: inspiration via social media and peers → research via OTAs → direct booking for trust
  • 33% book for others (e.g. parents), increasing the need for transparent accessibility and services

These findings revealed that users are better informed, more cautious, and expect hotel websites to act as a planning tool, not just a booking engine.

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Competitor Benchmarking

To contextualise our findings, we analysed three luxury hotel brands – Pellicano Hotels, J.K. Place, and Belmond – focusing on visual identity, content strategy, site structure, and booking UX.

What we found:

  • Pellicano Hotels: Consistent branding and elegant design; lacks integrated editorial content and deeper destination info
  • J.K. Place: Boutique positioning, but inconsistent site structure and outdated property pages limit user trust
  • Belmond: Strongest overall – polished IA, immersive storytelling, and a personalised booking journey; minor mobile usability issues

The analysis revealed a gap: none of these brands offered a truly seamless blend of inspiration, property comparison, and booking transparency — a clear opportunity for Phaea.

Define Phase

Affinity Mapping

To make sense of qualitative data, we ran an affinity mapping session. Sticky notes from survey responses and competitor reviews were clustered into key themes, helping us define the problem with clarity.

Emerging user needs:

  • A central place to research hotels, compare features, and explore the island
  • Transparent and reassuring booking policies, especially post-COVID
  • Easy access to amenities, accessibility info, and differences between properties
  • Users feel friction when key info is missing — often resorting to third-party sites

These insights led us to reframe the problem:

Phaea’s digital experience must empower guests to research, compare, and book confidently — with clarity, flexibility, and an editorial voice that reflects its luxury values.

Solution

The design outcomes focus on making Phāea’s digital experience more informative, flexible, and inspiring. Content and navigation were restructured around users' top goals.

  • Simplified architecture for destinations, resorts, and inspiration content
  • Streamlined booking with clear policy info and fewer steps
  • Property comparison overview to support decision-making
  • Mobile-first and accessibility-conscious UI improvements
Phaea Resorts travel guide and editorial page featuring panoramic views of Crete’s landscapes and a woman sailing, inviting users to explore timeless Greece and modern island inspiration.
Overview of Phaea Resorts highlighting luxury destinations like Koutouloufari Village, Rosewood Blue Palace, Phaea Blue, and Cretan Malia, alongside curated experiences such as wine tasting and cultural exploration across Crete.
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Final Thoughts

All research insights and design recommendations were compiled and handed over to Phāea’s internal development team. The final delivery included high-fidelity prototypes in Figma, a revised sitemap and information architecture, detailed personas with journey maps and flows, and a comprehensive research report with actionable next steps to guide future implementation and content expansion.
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