Hotels Landing Page Redesign
Optimizing the user journey on destination landing pages to increase funnel conversion toward accommodation search, driven by end-to-end user research and mobile-first design.
About
At Decolar (Despegar Group), destination landing pages serve as a key entry point for travelers exploring future trips. However, there was a strategic opportunity to improve how users transition from top-of-funnel exploration to the next active step in the booking funnel: accommodation search.
As the Senior Product Designer leading this initiative, my objective was to redesign the landing page experience, prioritizing mobile optimization and ensuring the content hierarchy directly aligns with user expectations.
Research & Discovery
To build an evidence-based solution, the project went through a comprehensive research phase:
Desk Research & Benchmarking: Analyzing global travel players to map industry standards and high-converting layout patterns.
User Card Sorting: Conducting card sorting sessions with travelers to uncover what information (neighborhoods, price ranges, weather, FAQs) was most critical when deciding where to stay.
Insights revealed that users needed clearer visual segmentation by travel intent, such as budget options, best neighborhoods, and season-based recommendations, before committing to a search query.
Mobile-First Architecture
With mobile traffic representing the majority of destination visits, the new design was built around a responsive, mobile-first component system.
We introduced scannable category cards ("Hotels with best value," "Search by category," and "Best neighborhoods"), reducing cognitive load and allowing users to filter accommodation options intuitively.
Testing & Validation
Following the initial redesign, we conducted moderated usability testing sessions to validate the new layout structure, content scannability, and primary call-to-action visibility.
Feedback directly informed layout refinements—ensuring seamless navigation, better contrast for key interactive elements, and effortless access to search filters.
