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SelinaHome_wellness

Selina

Project Overview
In my work with Selina, I was instrumental in shaping a seamless and captivating experience for travelers seeking unique stays and adventures across over 110 global destinations.

My responsibilities included ensuring accessibility across all digital platforms, directing the visual and creative aspects of the project while adhering to brand guidelines. I played a key role in community management and crafted compelling copy to engage Selina’s diverse audience.

Website Design

Marketing

Social

Client  /  Rafael Museri 

My Contributions
Additionally, I developed graphics, marketing campaigns, and growth strategies, including influencer partnerships and content creation, particularly on TikTok.

My work also involved designing user-friendly interfaces and interactions, defining information architecture, and creating personas to guide the user experience. My efforts extended to managing paid advertisements, ensuring a consistent visual identity, and driving user engagement across various digital touchpoints.

SelinaHome

Accessibility & Usability Enhancements

Challenge &
Business Goal

Selina, a hospitality brand with over 110 global locations, needed a seamless, engaging, and high-converting digital experience for travelers. The challenge was to enhance the UI, improve information architecture, and ensure consistent branding across digital platforms while driving user engagement and bookings.

My Approach

  • UI/UX Strategy: Designed intuitive navigation and layouts, optimizing content for easy exploration of destinations and booking flow.

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  • Visual & Interaction Design: Developed interactive elements, responsive components, and branded assets to enhance engagement.

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  • Information Architecture: Refined site structure, content hierarchy, and user flows to streamline discovery and conversions.

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  • User Research & Personas: Created targeted personas to align digital experiences with traveler expectations.

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  • Accessibility Enhancements: Ensured WCAG-compliant designs for better readability, usability, and cross-device consistency.

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  • Marketing & Growth Strategy: Designed digital ads, managed influencer partnerships, and optimized social content for platforms like TikTok and Instagram.

Findings & Insights
✅ Optimized Booking Experience: Streamlined UI for faster booking flows and reduced friction.

✅ Stronger Visual Hierarchy: Improved content layouts for better readability and engagement.

✅ Brand Consistency Across Touchpoints: Unified web, social, and marketing materials under a cohesive digital identity.

✅ User-Centric Design Approach: Personas and IA refinements ensured clearer navigation and tailored experiences for different traveler segments.
 
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Business Impact & Results
🎯 Enhanced UI & usability, leading to higher engagement and booking efficiency.

🎯 Strengthened brand identity through consistent digital experiences.

🎯 Increased audience engagement with strategic content and marketing visuals.

Selina_Prototyping
SelinaApps
  • TikTok

Customer Journey & Experience Optimization

Customer Journey Mapping: We mapped the entire customer journey to identify where users faced friction, particularly during the consideration and loyalty stages. Insights revealed opportunities to enhance customer experience at these points, influencing our design decisions for personalization features and user engagement strategies. As a result, we focused on building trust and ease of use during the consideration phase and rewarding loyalty during the post-purchase experience.
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Questions to address within the context of Customer Journey:

  • What did you want to find out with customer journey mapping? We wanted to identify pain points and improvement opportunities in the consideration and loyalty stages.

  • What stages in the journey did you examine? We focused on the consideration and loyalty stages, as these were critical to improving retention and engagement.

  • What were the main touchpoints at each step? Key touchpoints included landing pages, sign-up forms, product exploration, and post-purchase emails.

  • What did you suggest to resolve these pain points? We recommended personalized content, clearer navigation, and enhanced user support during the consideration phase, and loyalty programs for post-purchase engagement.

  • What new features or design changes came from mapping the customer journey? We implemented personalized offers and easy-to-access support during the consideration stage, along with loyalty program integration to keep users engaged post-purchase.

suggestion-user-journey.png

User Journey & Conversion Optimization

User Journey Mapping: To ensure users reached the checkout screen without unnecessary friction, I sketched a current-state user journey map. We identified two unnecessary steps that were potential drop-off points. By removing them, we streamlined the flow, leading to a faster checkout experience and improved conversion rates. This was tested with user feedback and A/B testing, revealing faster task completion times and increased conversion rates.
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Questions to address within the context of User Journey:

  • How and why did you choose which path/s to map? We chose the checkout flow as it directly impacted conversion and business outcomes.

  • How did you test and validate the map? We ran usability testing and A/B tests to validate the new user flow.

  • What did the journey mapping reveal? We uncovered friction points and drop-off areas in the checkout process.

  • What were the main pain points of the user? Slow checkout and confusing navigation were key user pain points.

  • What changed in the design due to user journey mapping? By eliminating unnecessary steps, we created a more streamlined and efficient checkout flow, leading to better user satisfaction and improved conversion.

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