Theros Easy Living

Background

Theros Easy Living is a welcoming apartment complex located on the beautiful island of Thassos, Greece. Nestled amidst lush greenery and just a short walk from the crystal-clear waters of the Aegean Sea, Theros Easy Living offers a serene and comfortable retreat for travelers seeking a relaxing getaway.

Problem

Occupancy at Theros Easy Living has declined by 45% from 2019 to 2021, significantly impacting the revenue streams that support property maintenance, guest services, and local partnerships. To address this challenge, it was decided to revitalize the offerings and undergo a comprehensive rebranding, aiming to attract new guests, particularly younger travelers looking for a fresh, modern, and authentic island experience.

High-Level Goal

Design a responsive website for Theros Easy Living that provides a seamless user experience across all devices, tailored to attract our target audience (based on market research). As part of our rebranding initiative, the website aims to increase:  
- Direct booking inquiries by 30%,
- Occupancy rates by 40%,
- Guest engagement with local experiences and amenities by 50%.

My Impact

I was deeply involved in the redesign of the website for Theros Easy Living, working closely with the design team and using assets from an illustrator to bring the new brand vision to life. I followed the updated brand guidelines carefully and made changes based on the feedback I received from stakeholders in our weekly meetings. I put a lot of focus on improving the booking process, knowing that it’s often the first interaction potential guests have with us. My goal was to make it as smooth and engaging as possible, to attract new visitors and help increase occupancy, driving growth and revenue for Theros Easy Living.

Research

I was deeply involved in the redesign of the website for Theros Easy Living, working closely with the design team and using assets from an illustrator to bring the new brand vision to life. I followed the updated brand guidelines carefully and made changes based on the feedback I received from stakeholders in our weekly meetings. I put a lot of focus on improving the booking process, knowing that it’s often the first interaction potential guests have with us. My goal was to make it as smooth and engaging as possible, to attract new visitors and help increase occupancy, driving growth and revenue for Theros Easy Living.

Interviews & Findings

1-on-1 in-depth interviews with younger travelers helped me uncover what motivates them to choose Theros Easy Living for their stay on Thassos. I spoke with 6 individuals who enjoy travel and relaxation to better understand their preferences and priorities. Here are the key takeaways:

Top reasons for choosing a stay at Theros Easy Living are:

Here are some of the insights I gathered from the interviews with younger travelers:

About two-thirds of the people I spoke with said that being close to local attractions and beaches is really important to them. They want convenience and easy access when choosing where to stay.
A big majority, over 80%, prefer modern and stylish accommodations that strike a balance between comfort and design. They’re looking for places that feel fresh and inviting.
Three out of four expressed a desire for unique experiences, like guided local tours, cooking classes, or cultural events, saying these kinds of activities would make them more likely to book at Theros Easy Living.
More than half of the participants placed high value on sustainability. Things like eco-friendly amenities and the use of locally sourced products play a big role in their decision-making.
And about 40% mentioned that competitive pricing, along with special promotions or packages, would really motivate them to book directly through our website.

These findings show that today’s younger travelers are looking for a mix of convenience, style, unique local experiences, and sustainability – all at the right price.

Competitive Analysis

Next, I decided to dive deeper into the features and benefits offered by other accommodations in Thassos to identify areas where Theros Easy Living could stand out. I focused on comparing key aspects of the user experience, such as website functionality, booking processes, and overall design, to pinpoint opportunities for improvement. I found that some of the leading competitors in the area were ahead in terms of having fully responsive websites, clearly showcasing the unique benefits of their properties, and offering a smooth, user-friendly booking experience. They excelled in presenting their accommodations in a way that immediately appealed to potential guests, making it easier for them to choose their stay. These insights highlighted the need for Theros Easy Living to refine its digital presence, better communicate its unique offerings, and enhance overall usability to compete effectively in the Thassos market.

Persona

Based on research findings, I created a persona who represents the target user of the Theros Easy Living and their needs and habits. This helped me to empathize with the end user on the remaining steps of the design process.

Ideation

I was deeply involved in the redesign of the website for Theros Easy Living, working closely with the design team and using assets from an illustrator to bring the new brand vision to life. I followed the updated brand guidelines carefully and made changes based on the feedback I received from stakeholders in our weekly meetings. I put a lot of focus on improving the booking process, knowing that it’s often the first interaction potential guests have with us. My goal was to make it as smooth and engaging as possible, to attract new visitors and help increase occupancy, driving growth and revenue for Theros Easy Living.

Site Map

Based on research and persona discovery for Thèros Easy Living, I restructured the website to focus on clarity and ease of use. The pre-redesign site was weighed down by redundant and outdated content that added little value. I streamlined the content, ensuring only the most important information is featured, creating a more intuitive experience.

The number of pages was reduced from 30 to 8, and the main navigation simplified from 7 to 3 key links: Stay, Explore, and Book. This approach creates a clean, straightforward site with an enhanced user journey.

UI Kit

Before developing the first version of the UI for Thèros Easy Living, I created most of the elements for the UI kit. I also designed the logo, ensuring it aligned with the site's overall aesthetic. Collaborating with an illustrator who captured the essence of Thèros’ relaxed and inviting atmosphere, I aimed to maintain cohesion between the branding and UI elements. I crafted a simple set of icons, buttons, and a color palette derived from different shades of the logo, all representing a more approachable, laid-back luxury experience.