Enhancing AB Photo & Video’s Online Presence for Luxury Clients

Role: UX Designer
Team: Stakeholder, Developer
‍Duration: Two 3 week design challenges
‍Tools: Figma, Webflow

Expanding into Luxury Hospitality

AB Photo & Video, known for photography and videography for luxury architects and interior designers, wanted to expand its client base to include luxury hotels and resorts. I designed two key phases of website improvements—first enhancing the portfolio for architectural clients, then strategically shifted the website to reflect the brand’s new positioning to appeal to high-end hospitality clients, while still maintaining connections with existing audiences.

Portfolio Redesign for Architecture and Interior Design

AB Photo & Video initially focused on architectural photography and videography for architects, interior designers, and custom home builders working on multimillion-dollar projects. However, the website lacked clarity on services and target clients, leading to missed opportunities. I conducted a competitive audit and user research, identifying gaps in the portfolio's structure and user flow. I collaborated with the client to redesign the website, improving navigation, simplifying the booking process, and repositioning the portfolio to reflect the company’s expertise in photography and videography services.

Challenges:

• Website navigation was confusing, making it difficult for users to find the right content.
• The portfolio lacked a clear focus on architectural and interiors photography.
• Users couldn’t quickly understand the services offered, leading to missed business opportunities.

Solution:

• Refined Navigation: A thorough website audit revealed the lack of a clear content structure was confusing potential clients. I created a new site map to organize content logically and improve user flow, ensuring their target client could quickly find relevant information. I also added a case study section to further highlight the owner's capability.
• Clear Call to Action: Improved the consultation scheduling process by replacing the complex intake form with a simple "schedule a call" CTA, reducing friction and increasing conversions.

Driving Growth and Elevating Brand Presence

The redesigned website improved the user experience, resulting in a 27% increase in target client acquisition and a 40% increase in site traffic. AB Photo & Video strengthened its positioning as a leader in luxury architectural photography.

Before

New Site Map

Initial Wireframes

Architecture and Interior Design Focused Portfolio

Strategic Repositioning for Luxury Hospitality Clients

As AB Photo & Video’s business grew, the company shifted its focus toward luxury hotels and resorts. The goal was to attract high-end hospitality clients while maintaining relevance for architectural clients. I partnered with the owner and a developer to adjust the website’s content and hierarchy, showcasing the company’s new shift to hotel media production. The updated portfolio highlighted the company’s work with leading luxury hotel brands, emphasizing tailored visual storytelling and media solutions for the hospitality industry.

Solution

• Portfolio Expansion: Introduced new case studies, showcasing hotel and resort projects, highlighting expertise in lifestyle and branded commercial photography/videography.
• Luxury Aesthetic: Adjusted the design to reflect a high-end feel, by reducing micro-interactions and emphasizing their visual storytelling services.
• Collaborating with a Developer for a Polished Experience: I worked closely with a developer to ensure the technical execution matched the strategic vision. This included fixing major spacing issues, enhancing mobile responsiveness, and creating a sleek, modern user interface that aligned with the luxury aesthetic.

Increased Engagement and Market Positioning

• Expanded Client Base – The strategic shift toward luxury hotels further elevated the brand’s positioning, attracting big clients such as Hilton, Park Hyatt, Marriott, and Fairmont hotels, while still maintaining relevance with architectural firms and interior designers.
• Clearer Brand Identity – AB Photo & Video is now recognized as a leader in media production for luxury spaces, combining architectural precision with elevated visual storytelling for hospitality clients.