Annie came to me with a homepage wireframe and a clear vision: a website that could grow alongside her content and guide visitors seamlessly toward her blog, YouTube channel, and curated resources. I transformed her initial concept into a fully realized, content-focused website that serves her business goals and empowers her to manage it independently.
Solo UX/UI Designer & Front-End Developer
6 Weeks
Figma, Shopify
Annie needed more than just a pretty homepage—she needed a complete digital ecosystem that would:
- Support multiple content types (blog, YouTube content, affiliate links)
- Be easy for her to update without touching code
- Guide visitors towards her monetization goals
- Scale as her brand grows
- Reflect her personal brand across every page
- Maintain accessibility standards for all users
Starting with a single homepage wireframe, I planned out the complete architecture, designed all seven pages, developed custom Shopify templates, and built a scalable CMS she could manage independently
Before starting the design process, I wanted to dive into understanding the two distinct audiences that would interact with the platform and research the current market.
SWOT analysis mapping Lumara's strengths against competitor weaknesses and market opportunities.
To understand Lumara Escapes' competitive positioning and validate the market opportunity, I conducted a SWOT analysis examining strengths, weaknesses, opportunities, and threats relative to major players in the travel booking space.
SWOT analysis mapping Lumara's strengths against competitor weaknesses and market opportunities.
Findings: The analysis confirmed that the best competitive advantage lies in being intentionally smaller and more curated, positioning boutique scale as a feature, not a limitation. This informed every design decision across both marketing funnels.
To understand Lumara Escapes' competitive positioning and validate the market opportunity, I conducted a SWOT analysis examining strengths, weaknesses, opportunities, and threats relative to major players in the travel booking space.
SWOT analysis mapping Lumara's strengths against competitor weaknesses and market opportunities.
Findings: The analysis confirmed that the best competitive advantage lies in being intentionally smaller and more curated, positioning boutique scale as a feature, not a limitation. This informed every design decision across both marketing funnels.
To understand Lumara Escapes' competitive positioning and validate the market opportunity, I conducted a SWOT analysis examining strengths, weaknesses, opportunities, and threats relative to major players in the travel booking space.
SWOT analysis mapping Lumara's strengths against competitor weaknesses and market opportunities.
Findings: The analysis confirmed that the best competitive advantage lies in being intentionally smaller and more curated, positioning boutique scale as a feature, not a limitation. This informed every design decision across both marketing funnels.
To understand Lumara Escapes' competitive positioning and validate the market opportunity, I conducted a SWOT analysis examining strengths, weaknesses, opportunities, and threats relative to major players in the travel booking space.
SWOT analysis mapping Lumara's strengths against competitor weaknesses and market opportunities.
Findings: The analysis confirmed that the best competitive advantage lies in being intentionally smaller and more curated, positioning boutique scale as a feature, not a limitation. This informed every design decision across both marketing funnels.
Each asset was designed to stand out in crowded feeds while maintaining the boutique, high-end feel of the Lumara brand.
Owner Landing Page(dark): Focuses on commission savings and control to address core owner pain points while introducing Lumara Sites as a direct-booking alternative.
Traveler Landing Page(light): Designed to slow the user’s eye and create a sense of discovery, reinforcing trust and curation before prompting search or booking.
A cohesive system of landing pages, emails, and social assets built to reinforce Lumara Escapes’ emotional storytelling while maintaining visual consistency across channels.
View the high-fidelity Figma prototype: Check it out here
Includes travelers owner landing pages, email flows, and social assets.
While Lumara Escapes is a fictional brand, the following outcomes are projected using industry-standard benchmarks from travel marketplaces, DTC booking platforms, and email performance averages.
This chart illustrates how Lumara Escapes’ dual-funnel strategy could drive measurable growth and efficiency gains across key marketing KPIs.
This project reinforced the importance of audience-driven design. By recognizing that travelers and property owners interact with the brand differently, I was able to design parallel journey that feel cohesive yet speak directly to each audience's motivations.
In a real-world project environment, I would:
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