Blue Mediterranean- RENTAL COMPANY
A digital platform on a mission to redefine the booking experience in a monopolized market—by building trust.
THE SCOPE
Project overview
Blue Mediterranean, a vacation rental company in Mallorca Spain, aimed to compete with industry leaders such as Airbnb and Booking.com. Despite offering high-quality services and possessing a strong local presence, their outdated website impeded their ability to communicate their unique value proposition.
Objectives
- Redesign the website to establish credibility and realibility in today's market.
- Refresh the brand to reflect trust, transparency and quality.
THE CHALLENGES
- 1Trust issuesReal estate crisis and lack of trust in small companies
- 2Language barriersNon-Spanish speakers faced difficulties navigating.
- 3Need for clarityUsers required detailed, transparent information on accommodations.
- 4Diverse audience needsTourists, digital nomads, expatriates requires
THE AUDIENCE
Target audience
- Young adults (20-35): Tourists, digital nomads, and professionals seeking affordable, central accommodations near nightlife and activities.
- Middle-aged individuals (36-55): Families or expatriates looking for spacious, family-friendly options.
- Older adults (56+): Retirees or long-term renters seeking peaceful locales with scenic views.
Demographics
- Regions: Europe (UK, Germany, France, Scandinavia), global digital nomads.
- Income Levels: Ranging from budget-conscious to high-income travelers
- Gender: Balanced demand from both males and females.
SOLVING THE PROBLEM
1. Branding
Challenge: Communicate trust, safety, and quality effectively.
Solution:
- Redesigned wave logo symbolizing Mediterranean calm and strength.
- Clean Noto Sans typography for readability and a modern blue-toned palette for reliability.
- Cohesive design system with engaging photography.
- New tagline: "Let's make your Mediterranean dream come true".
2. Website design
Challenge: Outdated design hindered usability and credibility.
Solution:
- Improved navigation and clarity.
- Focused on local experiences and verified quality.
- Highlighted user reviews and ratings.
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EXPLORE THE MAIN GOALS AND FEATURES
Goal 1. Build trust
Blue Mediterranean struggled to effectively communicate its unique value in a competitive market, limiting its ability to build trust and stand out.
Opportunity
Goal 2. Enhance accessibility
Non-Spanish-speaking users encountered difficulties navigating the website and communicating with hosts.
Opportunities
- Introduce multilingual support to cater to non-Spanish-speaking travelers.
- Provide translation options for key content to simplify navigation and communication.
Goal 3. Provide detailed information
Users often struggled to find comprehensive information about properties and destinations, reducing their booking confidence
Opportunities
- Detailed property descriptions with clear pricing and fees.
- High-quality images and videos showcasing accommodations.
- Destination guides with local highlights and amenities.
- A secure, fluid and easy-to-use payment process
FINAL THOUGHTS
Results
- Increased User Growth: Expanded reach across Europe and new markets beyond France, the UK, and Germany.
- Improved Social Media Engagement: Significant growth on Facebook and Instagram.
- Enhanced Trust and Credibility: Boosted direct bookings and user confidence in the platform.
Key learnings
This project allowed me to experience a user-centric approach and the relevance of highlighting the company's unique selling values. By focusing on transparency, simplicity and user needs, I was able to create a platform that not only aligned with the client's vision, but also promoted trust among diverse groups of travelers, regardless of age or gender.I am very grateful for the opportunity to work on this project, which allowed me to learn and grow as a professional, in addition to having the trust and support of the company's owners to develop creative solutions within a collaborative space.
