Viata

Project Length: 5 day sprint

Roles: UX/UI Designer, Content Designer, Information Architect

Tools: Figma

Overview

Viata is a seed-stage start-up that simplifies event planning by combining venue and hotel bookings into one platform. My goal was to redesign the website to more effectively communicate the product’s value and features.

Challenge

User feedback collected during interviews revealed that visitors struggled to understand Viata’s purpose and benefits without a team walkthrough. The site’s outdated layout and unclear messaging were preventing conversions.

Research and Insights

Through competitive analysis and a review of user feedback, I identified that Viata’s differentiators—its route-optimizing algorithm and curated local experiences—were not being emphasized. Users needed a clearer story and visual hierarchy to understand what made Viata unique.

Solution

I redesigned the homepage and key product pages to highlight core features through simplified layouts, iconography, and refined content. The new design clarified Viata’s value proposition and improved the flow from discovery to conversion.

Design Process

Style Guide

Viata had not yet established branding guidelines, which resulted in their website and marketing materials using inconsistent fonts, weights, and colors. To ensure the website looked cohesive and professional, I created a style guide that could be referenced for all future design decisions.

Wireframes

Since this product was in the early stages of development, it evolved rapidly over a short period of time. As a result, much of the information on the website became outdated, and many new features were not included. Important details relevant to potential investors or consumers—such as pricing and the product’s value proposition—were also missing. I designed multiple iterations of wireframes to introduce tabs that better segmented information and placed the most relevant content in easily accessible locations on the website.