Unifying Eternity: End-to-End Revamp of Amara Hotels' Digital Ecosystem
As Senior UI Designer, I orchestrated a 6-month overhaul of the Amara Hotels group site and two Singapore properties (Amara Singapore & Amara Sanctuary Sentosa), creating a cohesive design system with shared components for seamless booking and brand storytelling.
The Challenge: Problem Statement
Fragmented Foundations: The Pre-Revamp Reality
mara Hotels aimed to elevate its digital presence amid Asia's competitive hospitality landscape, but siloed sites hindered cohesion. The image gallery is frequently one of the most visited pages on hotel sites, however in original site, there are 2 separate galleries for photos and videos without fully utilised. In the Accommodation listing page, information is not well-organised, lacking CTA and we observed the problem of repetitive imagery. Lastly, after UX review, Google Analytics revealed 72% mobile traffic, yet the sites were not responsive or mobile-optimized.
My Design Methodology
Navigating Unity: My Curiosity-Driven Design Cycle in Action
True to my 12-year framework—honed in agency pitches and in-house transformations—I treated the revamp like an exploratory trail run: adaptive, iterative, and user-led. Here's how each phase unified the ecosystem:
From UX to UI
This wasn’t just a redesign, it was the architectural unification of a digital hospitality ecosystem.
By establishing a shared design language across the Amara Hotels group site and two distinct Singapore properties, I created a scalable foundation that reduced development friction by 40%.
Design System for the brand site and hotel sites.
