Kurà Boutique Hotel
A full website redesign proposal for a luxury boutique hotel in Costa Rica, covering UX, visual identity, site structure, and conversion strategy.
- Client
- Kurà Boutique Hotel
- Role
- Marketing, Strategy & Social Media Intern
- Year
- 2025–2026
- Type
- UX Strategy · Website Redesign · Brand Identity
A luxury retreat with a digital blind spot.
Kurà Boutique Hotel is a luxury couples retreat nestled in the Costa Rican rainforest, offering an adults-only experience defined by stillness, reconnection, and refined travel. The hotel's physical experience was exceptional, but its digital presence, particularly the website, wasn't reflecting the quality or positioning of the brand it represented.
The website wasn't selling the experience.
A full UX and content audit of the existing site identified both strengths to preserve and structural issues to address. What was working: a clean layout, strong hero imagery, and clear luxury positioning. What wasn't: typography that felt generic and industrial, a color palette that clashed with the rainforest setting, inconsistent content hierarchy, and key conversion opportunities left untouched. The site had the right visual material but lacked the architecture to turn visitors into guests.
Research-led. Brand-aligned.
The redesign proposal was built on three pillars: brand alignment, information architecture, and conversion optimization. Each recommendation was tied to a specific UX principle, from the Aesthetic-Usability Effect to Jakob's Law, grounding the creative direction in user behavior rather than aesthetic preference alone. A new color palette was proposed drawing from the hotel's natural environment: earth tones, forest greens, and sunset hues to replace the off-brand cyans and harsh blacks of the existing site.
A new structure for every guest intent.
A revised site architecture was proposed with each section designed around a clear user intent, from discovery and storytelling through to booking conversion. The new structure introduced dedicated sections for experiences, wellness, and dining that the existing site had collapsed or omitted entirely. Mockups demonstrated how the proposed visual identity, typography, and content hierarchy would come together across key pages.
Presented to the hotel's leadership team.
The complete website redesign proposal was compiled as a strategic document and presented directly to the owners and general manager of Kurà Boutique Hotel, covering audit findings, visual identity recommendations, site structure, UX principles, and high-fidelity mockups for key pages.