Phāea
In 2022, as pandemic-era travel habits reshaped what guests expected from a luxury stay, Krueger Design joined Noble Collective's rebrand of Phāea to research how the resort's digital presence should respond.
Collaborator
Phāea's site had barely changed since 2019, built more as an internal resource than a place that welcomed prospective guests across its Cretan properties. By 2022, that gap had become harder to ignore. The pandemic had reshaped how people travelled: remote work and digital nomad life were rising, and travellers arrived at hospitality sites better informed and more cautious than before, expecting a planning tool, not just a booking form.
Working through a Double Diamond process alongside Noble Collective's rebrand, the research began with a survey of twenty-four travellers across Germany and the UK, then widened into benchmarking three luxury competitors. On this project specifically, what stood out while reviewing the results was how clearly travellers wanted a quiet, work-friendly corner with dependable wifi built into a luxury stay, not treated as an afterthought. That reframing shaped the recommendations that followed: simplified navigation, a clearer booking journey, and a comparison view across the group's properties.
The recommendations were handed to Phāea's internal development team as high-fidelity Figma prototypes, a revised sitemap, and a full research report, alongside Noble Collective's rebrand work, ready for their team to carry forward.
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Started with a conversation, not a brief.
Yours can start the same way, no deck, no pitch, just a conversation.