The StandardX
A new breed of standard hotels for exactly what you want, where you want it.
The Start
We began by diving deep into The StandardX world. We explore what drives its guests and what makes the brand’s rebellious spirit tick. Through user research, personas, and journey mapping, we uncovered the mindset of modern travelers. Those insights became our compass, shaping a digital experience that mirrors the brand’s bold attitude and sense of discovery.
Our Journey
Building on our research insights, we defined the site’s information architecture to streamline user flow from discovery to booking. Low-fidelity wireframes mapped interactions and hierarchy, ensuring intuitive navigation across devices. From there, our UI system took shape, a modular design framework with a bold typographic grid, dynamic contrast, and flexible components like cards and CTAs. The result is a scalable, design-driven platform that embodies The StandardX’s distinct attitude online.
The Finale
The new StandardX website embodies the brand’s rebellious energy in a digital form, being bold, dynamic, and modern. Designed as a global platform, it merges attitude with accessibility, blending immersive visuals, sharp typography, and seamless booking functionality. Each page amplifies the spirit of its neighborhoods, from Bangkok’s creative edge to Melbourne’s urban grit, creating a connected experience that’s unmistakably X, wherever you are in the world.
