DISCOVER PROJECT
Design SystemUI Design
The PIG Hotel
THE PIG is a collection of boutique hotels in the UK, known for their unique rural-luxury experience and commitment to locally sourced food. Their website, however, no longer reflected the brand’s evolving identity or met modern usability expectations.
Client
The PIG Hotel
Industry
Date
2025
🛠️ ABOUT
- Role: Design Lead
- Toolkit: Figma, Fig Jam
đźš©THE CHALLENGE
The challenge was to refresh the digital experience to elevate the brand and improve conversion, focusing on helping users discover and choose the right hotel more easily.
🎯 THE OBJECTIVE
Improve the look to book ratio by immersing users in the full "pig experience" to increase number of bookings and booking value.
🧿 HEURISTICS ANALYSIS
A small heuristic was conducted to review of the current website to identify design issues that present opportunities for enhancement.
This analysis not only highlights usability concerns but also allows us to benchmark ideas against best-in-class competitors, providing a clearer vision of how to elevate the brand and website to the next level.
🔎 BENCHMARKING
Before moving into design, I conducted a competitive benchmarking exercise to understand best-in-class standards for engagement and a compelling user experience.
This served as a benchmark for creative elements and interactive features, guiding me to craft a distinct and memorable experience for THE PIG.
My takeaways and what I focused on:
- - Navigation clarity (megamenu)
- - Visual Storytelling (use of photography and layout)
- - Booking flow simplicity
- - Brand differentiation through tone and mood
🧩 UX Collaboration
The UX strategy and structure were developed by ETCH UK, while I led the UI design and system implementation, working closely with developers and content teams to ensure alignment and feasibility.
🖼️ Visual Direction
The refreshed design drew inspiration from THE PIG’s rustic charm and British countryside aesthetic:
- Earthy, organic tones and generous use of photography.
- Readable and elevated typography aligned with the brand’s editorial tone.
- Seamless color use, proposing a new colour palette that aims at accessibility as a priority. It helps the user without overpowering them.
- Evolution, not revolution of the brand. It feels fresh but close to THE PIG's history.
MOODBOARD & INSPO
🍄 Design Approach
The conceptual approach aims to retain the rooted identity of sustainability values and local sourcing, where THE PIG embodies a warm and welcoming atmosphere both online and offline.
My approach was to create a modern, intuitive interface that captures THE PIG’s brand essence — warm, rural, and refined — while providing a seamless booking and browsing experience.
🧩 Design System
I created a scalable design system to support consistency and efficiency across the MVP and future site expansions.
- - Color palette and typography guidelines
- - Bespoke color palette for each property based on color specific components
- - Button and component states
- - Grid and spacing system
- - Accessibility and responsive behavior
- - Full tokenized component library with clear annotations for dev handoff
🧪 Results & Impact
As an MVP, the redesign’s impact wasn’t formally measured, but the project delivered:
- - A refreshed visual identity that better represents THE PIG’s brand.
- - A scalable UI system ready for full rollout with more than 200 components.
- - A simplified booking and browsing flow designed to improve user confidence and conversion.
The new design successfully aligned the online experience with the brand’s physical atmosphere — approachable, natural, and authentic.
âś… Key Learnings
- - Collaboration matters: Partnering with ETCH’s UX team taught me the importance of bridging visual design and user strategy.
- - System thinking: Building a design system from an MVP perspective improved efficiency and flexibility for future updates.
- - Less is more: Reducing visual noise and focusing on essential interactions helped communicate elegance and trust.
The new design successfully aligned the online experience with the brand’s physical atmosphere — approachable, natural, and authentic.
