PROJECT OVERVIEW
Website Launch
Hudson — My Home was entering a crowded luxury property management market with zero brand recognition. They needed a website that would instantly communicate premium positioning and generate qualified leads; but I had just 2 weeks to make it happen. No assets. No sitemap. Just a high-level brief and an urgent launch deadline.
I took complete ownership of the experience: assuming user needs through client communications, designing the visual identity, and developing a fully responsive site using React, TypeScript, and Tailwind CSS.
Role
End-to-end ownership
(Design & Dev)
Technology
React
TypeScript
Tailwind CSS
Figma
Cursor
Timeline
1-2 weeks
ASK
Can you create a luxury brand website in 2 weeks that drives conversions, starting from scratch?
Business Goals
1. Brand Credibility
2. Lead Generation
3. Market Positioning
User Needs
1. Trust Validation
2. Service Clarity
3. Easy Contact Process
Target Users
1. High-net-worth individuals
2. Busy professionals
Success Metrics
1. Brand perception feedback
2. Booking form completion rate
IMPACT
Shipped a conversation-optimised responsive website in 2 weeks. Increased conversion rate by 15%
​1. Leveraged strategic prompt engineering and modern development stack (React + TypeScript + Tailwind) to reduce engineering time while maintaining premium quality and mobile responsiveness.
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2. Delivered a complete brand launch website from concept to live deployment, establishing luxury positioning and driving a 15% increase in booking conversions through a conversion-optimised website.
Watch the end result in the video ^
IDENTIFYING NEXT STEPS
Starting with Constraints, Not Requirements
When I received this project, I had one week, some UX copy, and a branding booklet. That was it. I realized traditional UX processes wouldn't work. I substituted traditional discovery with AI-assisted competitive analysis of luxury property sites, rapid wireframe validation with stakeholders, and CRO best practices to move fast without sacrificing conversion focus
2 week deadline
Concept to live homepage in a single week
Visual Disconnect
Existing visuals didn't read as luxury; typography, spacing, and texture needed complete overhaul
No foundation
No sitemap, no assets, no discovery phase, just a vague brief and email threads
Budget Constraints
Keep engineering costs minimal without sacrificing quality
Strategic Decisions I Made to Move Fast
Rather than waiting for perfect information, I made informed assumptions based on established luxury-brand & conversation-rate optimization design principles and moved quickly. Shipping > perfection
Understanding the Audience
35+ high-net-worth users who browse on desktop, expect polish, and prefer curated content over overwhelming options
AI-Assisted Competitive Research
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Used Claude Sonnet 4.5 to analyze luxury property sites and identify established patterns: serif typography, generous whitespace, muted palettes, clean visual design
Fixing the Design System Foundation
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Replaced Begum with Cormorant Garamond for more weight options
Increased line-height to 1.5 for better legibility
Expanded primary color into tint/shade system
Used Mid-Fidelity Wireframes for Early Validation
Translated UX copy & exisiting website into new wireframe variations and got stakeholder feedback early, avoiding costly revisions later in visual design
Validating Assumptions Through Mid-Fidelity
Before investing in high-fidelity design, I created multiple wireframe variations to test different approaches to information hierarchy and trust-building. Each version explored a different hypothesis about what luxury consumers need to see first.
✓ Services must be visible early — Stakeholders immediately flagged the low placement of "What We Can Manage"​
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✓ Teal palette resonated — Desktop 2's color direction felt premium
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✓ Accordion services worked — Consensus that expandable format kept page scannable.
Wireframes transformed abstract requirements ("luxury," "trustworthy") into concrete decisions we could all align on.
Trust signals build credibility instantly. Added '500+ homes' social proof to establish legitimacy before users scroll.
Hero imagery showcases the lifestyle outcome, relaxed homeowner, not the service itself.
Quantified credibility metrics (40+ hours saved, 98% satisfaction) translate abstract 'quality' into concrete proof
Accordion pattern keeps services scannable while providing depth for interested users
Cormorant Garamond 32px with 1.5 line-height for elegant, confident headline
Images show real life moments (family time, relaxation, comfort) rather than service screenshots reinforcing emotional benefit over features.
"MyHome Guarantee" card uses brand color to draw attention to risk-reversal offer
DESIGN
Applying CRO principles to landing page
With wireframes validated, I moved into high-fidelity design — every decision mapped to a conversion principle. Visual polish served a purpose: building the trust signals luxury buyers need before they'll submit a booking enquiry.
My hypothesis: A brand-new luxury property site can drive immediate conversions if CRO principles replace the brand recognition it doesn't yet have.
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SHIPPED DESIGN
I delivered two-page luxury brand experience, homepage and about page...fully responsive and optimized for conversion.
Live in two weeks from the initial brief to production deployment.
REFLECTION
What I Learned From This Sprint
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With more runway I'd have A/B tested the hero value proposition and the guarantee placement specifically, as those were the highest-stakes conversion decisions.
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Constraints force clarity. With only two weeks and no formal discovery phase, I couldn't afford to overthink decisions. This forced me to rely on luxury brand principles and proven UX patterns rather than getting lost in endless iterations.
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AI is a multiplier, not a replacement. GPT-5 and Cursor accelerated development significantly, but the strategic decisions, what to build, why it matters, how it should feel, still required human judgment. The tools handled repetition; I focused on the nuance that makes luxury experiences work.
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Speed and quality aren't mutually exclusive. By front-loading strategic decisions (audience assumptions, competitive patterns, design system) and using AI thoughtfully, I delivered premium quality under extreme time pressure. The key was knowing what to automate versus what demanded human craft.
Result: Production-ready site delivered in 2 weeks with maintained design fidelity
DEVELOPMENT & DELIVERY
From Design to Live Site in Hours
Once the design was finalized, I prepared it for development by adding auto-layout constraints and component specifications in Figma, ensuring that the design system could be translated directly to code without ambiguity.
Design-to-code preparation
Added auto-layout, spacing tokens, and breakpoint specs in Figma
AI-assisted development
Used Cursor to convert Figma components directly into React code accelerating development while maintaining design system consistency.
Strategic prompting
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Refined prompts with GPT-5 before feeding to Cursor, ensuring generated React components matched design specs with precision
Quality control
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Manually refined interactions, responsive behavior, and accessibility features.
Within 2 months of launch, we saw a 15% increase in conversion rate
Trade-offs for site optimization
Image Optimisation
All image assets kept under 2MB — selected and compressed all image assests
Animation Restraint
Kept motion patterns minimal and purposeful reduced animation complexity to ensure fast load times across devices
Responsive Prototyping
Built directly in Cursor from Figma specs — rapid design-to-code pipeline meant performance and responsiveness were validated in real-time, not post-launch
With a tight timeline and direct Figma-to-Cursor prototyping, performance constraints shaped some design decisions
