UI designer




Figma / WordPress


desktop / mobile


Digital glow-up of hotel at Aalborg's most notorious location

Visit Figma prototype


Hotel Jomfru Ane, my current workplace, is a 3-star hotel located in the heart of Aalborg, notorious for its position right on the famous party street - Jomfru Ane gade. While the location is just one of the many assets of this hotel, its website plays a significant role in the hotel’s disadvantages. Working at the reception and handling reservations, guest inquiries, and frequently asked questions, I have come to the conclusion that the current, outdated design, with numerous typos and wrong design choices, needs a fresh new approach. The new refined website will not only enhance the hotel’s online presence, but also potentially increase the number of direct sales through the website.

Problem statement

The current hotel website is not effective at driving direct bookings, leading to a missed opportunity for increased sales.

Users encounter usability challenges, the overall design fails to showcase the hotel's offerings and can lead to frustration while looking for the basic information that are spread around multiple subpages in very illogical order.

In order to increase direct sales potential, the website needs a comprehensive redesign that focuses on user experience, aligns with the hotel's brand identity, and clearly guides visitors towards the booking process.

The goal is to create a visually interesting, intuitive, and conversion-oriented website that not only attracts the target audience but also encourages them to choose direct booking as the preferred method.


Since the project is currently in the final development stage - I am turning the Figma prototype into live version on WordPress, data measuring the performance of the redesign comparing to the original website will be coming shortly.