Role
Product designer
Year
2024
Industry
Hospitality
Bringing FIVE to Life Online
Overview
FIVE Palm Jumeirah is a luxury lifestyle hotel on Dubai’s iconic Palm Island, celebrated for its bold personality, glamorous experiences, and immersive nightlife. Known as much for its beach parties as its fine dining and spa offerings, FIVE is more than just a place to stay—it’s a destination in itself.
As one of the product designers on a team of five, I contributed to revamping their digital presence by working on early responsive wireframes, mobile-first widget booking flows, and the UI design of key website pages to better reflect the brand’s high-octane energy.
Problems
With over 50 pages and no existing design system, the site lacked visual and functional consistency. Our challenge was to bring cohesion, elevate the user experience, and ensure that every interaction resonated with the FIVE brand.
The PROBLEM?
Inconsistent design – No unified design language, leading to a fragmented user experience.
Brand misalignment – The existing site felt generic and failed to capture FIVE’s signature energy and boldness.
Low visibility of experiences – Guests often booked rooms but missed out on upsell opportunities like dining, events, spa, and FIVE Music.
Booking friction – A clunky third-party engine led to drop-offs in the booking flow.
Buried music identity – FIVE Music, a major brand differentiator, was under-represented.
GIF 1.1
Old Homepage of FIVE Website
Project Goal
Create a cohesive, high-energy digital experience that:
Reflects FIVE’s vibrant, luxe persona
Encourages deeper user engagement beyond room bookings
Smoothens the booking journey to reduce friction
Highlights FIVE Music as a key part of the brand
How we turned real-world vibes into actionable design insights
Insights fueled by experience
To design an experience that truly embodied the essence of FIVE, we didn’t stop at screens; we stepped into the world of FIVE. From rooftop DJ sets to poolside brunches, we immersed ourselves in the brand’s high-octane atmosphere to understand what guests truly sought.
What We Discovered
It’s more than a hotel — guests crave an all-out, luxurious escape packed with curated experiences.
Lost revenue potential — while users booked rooms, they often missed out on events, spa treatments, and dining offers.
FIVE Music was underleveraged — despite being a strong brand asset, it lacked visibility on the site.
Booking friction — a clunky third-party booking system was hurting conversions and the overall brand vibe.
These insights laid the foundation for a complete reimagining of the site, not just as a booking tool, but as a gateway into the full FIVE experience.
IMAGE 2.1
Old Accomodations Page
Redefining the User Journey
We reshaped the user journey to mirror how guests experience FIVE in real life, starting with discovery, flowing seamlessly into bookings, and unlocking curated experiences like events, dining, and relax. Every step was designed to feel effortless, exciting, and uniquely FIVE.
IMAGE 2.2
New User Journey
Designing the FIVE Vibe
Reusable components
We built a clean, flexible design system with reusable cards, buttons, and modals, making it easy to keep things consistent across 50+ pages.
Everything was designed to work seamlessly across devices and reflect FIVE’s luxe-meets-party vibe.
IMAGE 3.1
Components
IMAGE 3.2
Card Component
UI Design
IMAGE 3.3
Defining Style Guide
IMAGE 3.4
Room Listing Page with a Detail Page
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Mobile Responsive - Rooms Listing Page
IMAGE 3.6
Secondary Landing Pages
From Experience to Impact
Design Impact
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FIVE Palm Jumeirah Homepage
