Digital Design

Lead UX/UI Designer – Luxury Hospitality (2018–Present)

Digital Agency | 160+ Global Clients | NDA-Protected work

Overview

For the past seven years, I’ve worked as the Lead UX/UI Designer at a digital agency specialising in luxury hospitality, designing for over 160 high-end hotel and resort clients worldwide. Due to NDAs, I cannot publicly share project specifics, but I can outline my design process and provide live examples of the work, including before-and-after comparisons.

For featured project you can visit my LinkedIn Profile.

Role & Team Leadership

I lead the visual design team, working alongside one mid-level and one junior designer. I also collaborate closely with our broader web team, development, and marketing team to deliver data-informed, brand-aligned design solutions.

Key Areas of Work

1. Website Design

I partner directly with hotel owners and GMs to shape the vision for new websites or redesigns. For existing sites, we start with analytics and heatmaps to understand user behaviour, identify friction points, and assess how well the site supports both the guest experience and business goals.

Design decisions are informed by:

Property type (luxury, destination, city break, etc.)

Revenue strategy (high-end = soft-sell; budget = offer-led)

Data insights (scroll depth, click patterns, time on task)

Each website is designed to align with accessibility standards (WCAG), consistent CTAs, clear information hierarchy, and a user journey that supports both conversion and brand storytelling.

Video testimonials from a current employer are available at the company website.

2. Booking Engine UX

Working within a legacy system means functionality is limited, so the focus is on UX improvements rather than feature development. I conduct read-aloud user testing, where participants narrate their actions in real time. This helps me capture behavioural insights and identify friction in the booking journey that can be addressed through design refinement.

3. Gift Voucher UX

Like the booking engine, the voucher system sits within the same restricted legacy framework. My role here focuses on making incremental, high-impact improvements, such as simplifying purchase flows, adjusting content hierarchy, and reducing friction points, while ensuring all changes align with technical constraints.

I’ve included a few links below where you can explore examples of my work. If you have any questions or would like to discuss specific projects in more detail, feel free to reach out.