Welcome to the Amadei Hotel Group's digital extravaganza! These wizards of hospitality in Pesaro (It) juggle a constellation of hotels. We conjured up this website to spin their tale and let users snag the ultimate room across their empire. With a saga as epic as Gandalf's beard, they're timeless yet trendsetting. From hip youngsters to seasoned sages, they've got lodging wizardry for all!



User Research / User Testing / Customer Journey Definition / Personas Definition / UX Design / UI Design / Development / Platform Managing

june 2021 - ongoing

Before I came on board, the hotel chain wasn't truly a chain, neither in the digital nor in the organizational sense. The company operated in a highly fragmented manner, with each hotel operating independently, which was also reflected online. There were 3 separate websites for the 3 hotels they managed. My task was to create a unified brand to communicate not only the individual hotels but also the hotel chain to the public, starting with a single chain website.

Additionally, I worked on enhancing their presentation of offerings for each hotel and room, ultimately improving the user experience from information reception to final booking. It was a comprehensive and complex undertaking, but incredibly exciting!


my methodology always starts by following and keeping in mind two dogmas for me: following the steps of 'Design Thinking' combined with touching as many points as possible of the 'Good design principles' by Dieter Rams.

my methodology always starts by following and keeping in mind two dogmas for me: following the steps of 'Design Thinking' combined with touching as many points as possible of the 'Good design principles' by Dieter Rams.

understanding the problem

The issue revolved around digitalization, which was either lacking or poorly managed. There were three separate websites for the three hotels, with no cohesive narrative as a hotel chain. Moreover, the user experience and visual presentation were notably subpar, hindering the booking process and failing to effectively convey the company's values.

questions and to-do list:

who amadei is

who the current customer is

what the customer wants

what the customer's passions are

who we want to be the future customer

define the customer journey

study competitors and brands we would like to reach

test the site with target users

A/B testing to confirm or deny some key solutions

test some important decisions and their success

performance checks

Dude, you know, I obviously can't tell you sensitive, research data for a client, but I can tell you that certain issues have come up from the data collected, and based on that, I've started designing. I'll give you a hypothetical example: if it had emerged that users were struggling to complete a purchase, you could fix the experience related to placing a product in the cart, or where and how the cart icon is, or how the cart page looks.

you understand, it's very "simple", data appears from a research, i analyze them, and then the cool graphics you see are designed in such a way that they solve the problem that had or could have the user, avoid further problems or problems already known, and in this case convert to the maximum of our ability.

After collecting data from research and interviews with users and possible customers, market research and competitors, we created an affinity diagram and listed the different tasks with which we divided the project in order to work organised and define sprints with goals. in short, after all this data, numbers and stuff, now I can finally do the cool f*cking graphics.

Here we are!! I finally started to put my hands on what you see online. I started as I said from the problems, so that in the new site there were no and indeed, more, with the aim of making the experience better and better.

to avoid not realizing consistent design, to be sure that the customer is in line with my thinking, to design at best, you always start from a wireframe. whether they are whole pages, small sections or even individual elements, always better to start from a wireframe than directly realizing the final graphics.

I conducted usability testing sessions with selected users and customers to validate whether or not the design of the new website solved their previous problems, see how they used the site and whether it was different from what we had in mind, how easy it was to do some actions, how much a person who already knew the brand understood that this was the new site, what emotions and thoughts aroused instead on new customers.

We're at the end of the line.

I continued the project by dressing the wireframe. At this point I already have in mind how to do it and it's just a matter of proceeding and making fantastic experiences! since I am a fan of precision and organization, I adore when it's time to make the desing system, also because it means making the design easily maintainable and upgradeable. imagine a component connected to the design where with a click, if I correct a button, I correct them all. This is one of the many reasons why I love and do design systems. another, to understand, is to have well organized and visually visible every possible variant of typography or assets/tokens of the entire design. to design I use Figma almost always, but if it is not a project that I realize alone, I can align myself with the use of any software we decide to use. I'm versatile friend.


Once I finished the whole project, I made an animated mockup (usually with videos made in after effects) and then brag to the customer about how cool the final result is and see together that everything is perfect. if so, and the customer does not bother, you move on to development. in this project I realized the development (because yes, I can do that too maaaan).

Since the launch of the new website, we've consistently received positive feedback regarding the refreshed look, user-friendliness, and the simplicity and efficiency of the booking process. The new brand truly captures the company's core values, and we've made every effort to convey them effectively to site visitors. The numbers speak for themselves: reservations, website visits, and interactions have all seen marked improvement. We're proud to see things continually getting better. If you're considering a vacation in the near future, I can't recommend their properties enough! Plus, they have a fantastic website!

If you're not lazy, since you've come this far, you only need one last thing: coffee break! no I'm joking, go visit the website online, it deserves the click!