Hilltop Whakaipo Estate Website

OVERVIEW

This project represents my first independent, end to end web launch. I handled every phase, from initial project management and Figma wireframing to the final Framer build and launch. My sincere thanks go to Michelle and Peter for the opportunity to take full ownership of this vision. Navigating this process taught me the complexities of launching a live site and the power of gathering diverse

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YEAR

2025-2026

ROLE

UX Designer
UI Designer

SERVICES

UI Animation
Type Designer

About the project

Brief

This project served as my foundational deep dive into the UX process, this project involved executing comprehensive user research, conducting interviews, and developing prototype till mid-fidelity. The process advaned my ability to understand complex human opinions with emerging AI capabilities. My focus was not only on understanding the nuances of user behavior but also on integrating AI to create a more efficient design methodology.

User Research

AI

Interviews

“They've got so many photos on here as well ...
they almost have too many scenic photos that you don't actually see the place itself”

“The immediate visual impact is stunning—the hero images focus on the "golden hour" sunsets and the vastness of the Taupō landscape.”

"How do the prices work?"

"So much text here where, just like, I'm not really drawn to this at all."

“I appreciate when the hosts give you recommendations. Of like places to go”

 "'17km from Taupo' is framed as 'peace and quiet,' but a skeptic would see this as 'you are trapped…'"

Clarification of amenities for each suite

"the content says "relax," but the layout says "panic and book now.""

"There's a lot happening"

AI

Interviews

“They've got so many photos on here as well ...
they almost have too many scenic photos that you don't actually see the place itself”

“The immediate visual impact is stunning—the hero images focus on the "golden hour" sunsets and the vastness of the Taupō landscape.”

"How do the prices work?"

"So much text here where, just like, I'm not really drawn to this at all."

“I appreciate when the hosts give you recommendations. Of like places to go”

 "'17km from Taupo' is framed as 'peace and quiet,' but a skeptic would see this as 'you are trapped…'"

Clarification of amenities for each suite

"the content says "relax," but the layout says "panic and book now.""

"There's a lot happening"

AI

Interviews

"So much text here where, just like, I'm not really drawn to this at all."

“I appreciate when the hosts give you recommendations. Of like places to go”

 "'17km from Taupo' is framed as 'peace and quiet,' but a skeptic would see this as 'you are trapped…'"

Clarification of amenities for each suite

"the content says "relax," but the layout says "panic and book now.""

"There's a lot happening"

“They've got so many photos on here as well ...
they almost have too many scenic photos that you don't actually see the place itself”

“The immediate visual impact is stunning—the hero images focus on the "golden hour" sunsets and the vastness of the Taupō landscape.”

The Solution

Showcasing the Experience

The primary goal was to redefine the value proposition, shifting the focus from standard accommodation to the estate's unique experiential offerings. This was addressed through a strategic content hierarchy and visual design: hero shot photography (featuring unique elements like estate wildlife and key views) was used to immediately establish desirability and justify pricing.

Furthermore, to mitigate the constraint of the remote location, I created a local guide. This section, utilizing a clear information structure and proximity mapping, transforms the estate's distance from the CBD into a curated benefit by providing guests with easily scannable, relevant off site planning context.

"To design a content-focused website that could effectively showcase the estate's unique experiential value"

"To design a content-focused website that could effectively showcase the estate's unique experiential value"

"To design a content-focused website that could effectively showcase the estate's unique experiential value"

Simple descriptions about the experiences that the farm stay offers, as well as surrounding tourist destinations

External Booking Integration

Since the website lacked a booking functionality as per request of the client. A key design focus was developing a smooth, trustworthy transition. By utilizing explicit pop-up alerts and clear button labeling, to guide users to the external booking platform.

“They've got so many photos on here as well ... they almost have too many scenic photos that you don't actually see the place itself”

“They've got so many photos on here as well ... they almost have too many scenic photos that you don't actually see the place itself”

“They've got so many photos on here as well ... they almost have too many scenic photos that you don't actually see the place itself”

A hero shot showcasing a signature view and also the accommodation

"So much text here where, just like, I'm not really drawn to this at all."

"So much text here where, just like, I'm not really drawn to this at all."

"So much text here where, just like, I'm not really drawn to this at all."

Short descriptions and quotes throughout the pages rather than just one large paragraph

“They've got so many photos on here as well ... they almost have too many scenic photos that you don't actually see the place itself”

“They've got so many photos on here as well ... they almost have too many scenic photos that you don't actually see the place itself”

“They've got so many photos on here as well ... they almost have too many scenic photos that you don't actually see the place itself”

Clarification of amenities for each suite

Clarification of amenities for each suite

Clarification of amenities for each suite

"How do the prices work?"

"How do the prices work?"

"How do the prices work?"

A distinct image carousel for the type of suite

Clear details on the accommodation's capacity and price.

Clear details on the facilities/amenities

“I appreciate when the hosts give you recommendations, of like places to go”

“I appreciate when the hosts give you recommendations, of like places to go”

“I appreciate when the hosts give you recommendations, of like places to go”

Scannable overview of nearby attractions, services, and their distance from the estate.

Reflection

This project provided a valuable exercise in balancing user centric design with stakeholder business goals. While I initially explored a direct booking feature to reduce third party reliance, I worked closely with the clients to align the final product with their current operational workflow, prioritizing a smooth transition to their established Booking.com system.

Designing for a farm stay required a unique strategy, bridging the gap between a simple listing and a high end resort. I focused on transforming raw data into a compelling narrative, carefully balancing information density with simplicity to maintain engagement. This was also my first end to end transition from a high-fidelity prototype in Figma to a live site in Framer; navigating this technical learning curve sharpened my ability to translate complex design interactions into a functional, responsive web experience.

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