The evolution of the TusCasasRurales.com digital experience
Product design for a travel marketplace, with distinct experiences for travelers, property owners, and the internal team. My work covers the evolution of the main journeys, new features, and a scalable design system.
For confidentiality reasons, I cannot show the interfaces or certain product data. This case study summarizes the main areas I worked on, the flows I designed, and my contribution to the evolution of the marketplace.
Public marketplace for travelers
- End-to-end redesign of the public marketplace experience, including search, results, filters, map view, the property page, and the pre-booking flow.
- Review of the information architecture and content hierarchy to make it easier to search for, compare, and choose a place to stay.
- Design of the online booking flow: date selection, availability, price breakdown, advance payment, confirmation, and alternate states.
- Promotional landing pages for destinations in Spain, combining discovery, organic search, and conversion.
Design system
- Creation and evolution of a design system from scratch to unify the marketplace and its private areas.
- Foundations: color, typography, spacing, grid, borders, radii, shadows, and visual hierarchy.
- Reusable components, with their variants, states, and responsive behavior.
- Patterns for property pages, cards, filters, forms, tables, alerts, accordions, chips, and stepped flows.
- Figma libraries organized to improve consistency, speed up new features, and make collaboration with development easier.
Traveler private area
- Design of saved properties and favorites.
- Improved sign-in and account access flows.
- Empty states, errors, confirmations, and system messages that support people through their tasks.
Owner private area
- New features for managing properties, bookings, and published content.
- A flow for managing the awards and badges attached to each property.
- A clearer calendar system for checking and updating availability, seasons, and bookings.
- Analysis of the existing architecture and a proposal to simplify navigation in the private area.
- A dashboard proposal focused on relevant information, pending actions, and frequent tasks.
Tools for the internal team
- A new screen for uploading, organizing, and updating images in the travel-guide galleries.
- Loading, success, error, and empty states to make internal processes more reliable.
Cross-functional work
- Translation of business needs and technical requirements into flows, wireframes, and high-fidelity prototypes.
- Analysis of journeys, points of friction, and opportunities in search and booking.
- CRO criteria to strengthen clarity, trust, and conversion.
- Ongoing collaboration with business and development through definition, implementation, and review.
- Analytics and behavioral data to identify problems and support design decisions.
- Validation through internal reviews and usability testing.