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Casa Luca Villa
Building a New Digital Identity for Casa Luca Villa
Project at Glance
Casa Luca entered a new phase under new ownership and management, but the transition also removed its previous website and online presence. With no official digital channel remaining, the villa had limited control over how its new identity could be introduced to potential guests.
The project focused on creating Casa Luca's new digital foundation from the ground up. Rather than simply replacing the old website, the experience was designed to establish a stronger premium identity, communicate the villa's suitability for groups, and create a direct path from discovery to booking. The result is a content-led website concept that combines editorial storytelling, high-quality visual presentation, conversion-focused architecture, and direct booking functionality.
Period
2 Weeks, June 2026
Role
UI/UX Designer
Scope
End-to-end website design
Platform
Web/Desktop & Mobile
Industry
Hospitality & Tourism
Website
Measurable Impact
100%
Digital Experience Rebuilt
The website was designed from the ground up following the change in ownership and brand direction.
4
Key Booking Questions
The experience addresses four essential questions around the property, stay, pricing, and availability.
3
Search Intent Layers
Structured content around discovery, consideration, and booking-oriented search intent.
1
Group Booking Proposition
Positioned the website around the needs of families and groups evaluating a private villa.
01
Problem Discovery
Business Problem
After a change in ownership and management, Casa Luca no longer had an active digital presence. Without an official website, the new management lacked a central platform to establish its identity, communicate its positioning, and generate direct inquiries beyond OTA channels.
User Problem
Potential guests had limited information about Casa Luca beyond third-party listings. For group travelers, the website needed to make key details such as capacity, spaces, facilities, pricing, and location easier to evaluate before booking.
02
Design Goals
Rebuild Casa Luca's Digital Identity
Create a distinctive visual language that introduces the new Casa Luca as a contemporary and premium private villa in Bali.
Connect Storytelling With Conversion
Use editorial content and visual storytelling to create interest while keeping booking actions accessible throughout the experience.
Design for Group Decision-Making
Present space, capacity, facilities, services, and practical information in a way that helps families and groups evaluate the villa with confidence.
Create a Direct Booking Foundation
Build the website around availability, rates, inquiry, and booking interactions so Casa Luca can develop an independent lead-generation channel.
03
My Design Process
1. Discovery
The project began by understanding the new management's goals, the property's repositioning, and the role the new website needed to play after the previous digital presence was discontinued. The focus was to define how the new website could establish the brand while also supporting marketing and direct booking objectives.
2. Brand & Content Direction
The next phase translated the new positioning into a content and visual direction. The emphasis was placed on premium presentation, group-oriented value, Bali's atmosphere, and the private nature of the villa experience. This created the foundation for how Casa Luca would speak, look, and present its value throughout the website.
3. Information Architecture
The website structure was developed around the guest decision journey, balancing inspirational content with practical booking information. Each major page was given a specific role in helping visitors discover the property, evaluate its value, build trust, and take action.
Visual Exploration & UI Design
Generative AI helped explore imagery, composition, and art direction before translating the strongest direction into a responsive UI with clear hierarchy, consistent patterns, and focused conversion points.
04
UI Mockups
Home Page
The homepage combines an immersive first impression with property storytelling, key features, visual galleries, social proof, and booking tools. Its structure gradually moves visitors from discovering the villa to evaluating its value before presenting clear opportunities to check availability and book directly.
Facilities Page
The Facilities page presents Casa Luca's spaces and amenities around the needs of group travelers. The design balances functional information with lifestyle-oriented storytelling, helping visitors understand both what the villa provides and how those spaces can be experienced together.
Services Page
The Services page shifts the focus from physical spaces to the support surrounding the stay. Its structure presents hospitality offerings in a way that addresses common planning concerns for groups while reinforcing the more elevated experience Casa Luca aims to provide.
Rates Page
The Rates page combines seasonal pricing with practical property information, allowing visitors to evaluate cost alongside what is included in the stay. Supporting FAQs, amenities, reviews, and booking access help reduce uncertainty before a booking decision.
Availability Page
The Availability page is designed to move visitors from consideration to direct booking with a real-time two-month calendar and simple reservation inputs placed prominently in the hero section. Supporting sections build trust through Casa Mateo’s history, 10 core facilities, key selling points, and guest reviews, before closing with a focused CTA and structured footer for easy navigation.
About Us
The About Us page establishes brand context through the villa's story, location, capacity, and defining characteristics. Rather than presenting location as a simple fact, the page connects proximity and property qualities with the practical benefits they offer to guests planning a stay in Bali.
05
Results
Casa Luca now has a new digital foundation designed around its new ownership, premium positioning, group-oriented proposition, and direct booking ambitions.
Lessons & Reflection
“A new website can become the foundation of a new brand.”
The website brings brand storytelling, property information, visual exploration, and booking functionality into one controlled experience, giving the new management a platform to build its digital presence beyond third-party distribution.
Measurable Impact
100%
Digital Experience Rebuilt
The website was designed from the ground up following the change in ownership and brand direction.
4
Key Booking Questions
The experience addresses four essential questions around the property, stay, pricing, and availability.
3
Search Intent Layers
Structured content around discovery, consideration, and booking-oriented search intent.
1
Group Booking Proposition
Positioned the website around the needs of families and groups evaluating a private villa.
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Design ROI
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