I collaborated on the UNA Hotels project, one of Italy’s leading hospitality brands, as a freelancer for Sketchin, one of the country’s top design studios. Over two months, I worked alongside a research and UX designer to shape the concept for the new UNA Hotels platform.

The project involved in-depth research, benchmarking, and strategy, followed by the redesign and creative direction of two design proposals. Throughout the process, we held daily and weekly calls with the client and conducted A/B testing with selected users to refine the experience.

The entire research phase focused on defining new business pillars and identifying the need for change. We then analyzed competitors—their strengths and weaknesses—to craft a concept that truly stood out.

Based on our research and benchmarking, we defined key action pillars to guide the concept. These pillars were shaped by the strengths of our competitors, allowing us to craft a concept that stood out and felt truly refined.

For the design, we explored two distinct approaches with different architectures: one was a sleek, full-black luxury concept focused on brand storytelling, while the other took a more commercial, Airbnb-style direction with a clean white background.