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Scrolling in guest feedback.


ReviewPro is a cloud-based solution for the hospitality sector that allows a deep understanding of the online reputation performance as well as the operational services. It offers detailed information and insights through data statistics, which help hoteliers provide a more guest-focused service and also improve their online reputation.
The web was first built in 2008 and it consisted in a feed of Online Reviews extracted from different sources. As the company kept growing, the platform also felt the need to expand its product diversity.

When I first joined the team they were starting executing a deep update in tech and design, moving the tool from version 2.0 to 3.0.

Above some screenshots of the previous site on version 2.0.

As any young designer, this poses a challenge: different products within the tool (Online Reviews, Guest Surveys, Semantic analysis & Case Management) with their corresponding pages and complex settings to be defined. Apart from displaying everything in a more modern interface, the whole architecture was redefined.

Among the objectives to accomplish, there were:

  • Change the platform to a responsive interface
  • Launch the first mobile app (Web App).
  • Improving the workflow and navigation.
  • Reduce loading times.
  • Improve existing functionalities and implement new features.
  • Make interface more user-friendly by simplifying the tool.
  • Document and define components library.
  • Enliven the interface according to the brand.

Above some screenshots of the actual site on version 3.0.


We are talking about professional and advanced users in metrics and analytics. Data visualization and excel tables are part of their DNA. Our main goal from the product team has always been to empower users to spot problems across their organizations in order to be able to fix them. Depending on the users’ role, their needs are different: some need organized data in order to get to conclusions, others the ability to generate reports and communicate within the organization. Some users track incidents from guest feedback and need to respond them.
Moreover, we had accounts with just an individual property, but others were huge organizations with hundreds of establishments to deal with. Due to these different ranges of users, we often found ourselves struggling in order to present an easy and accessible enough interface without losing all the levels of information big accounts needed.


We organize the platform flow from a generic to a detail view. This metaphor is used from individual widgets to full pages. Each product is a system that’s organized in a clear hierarchy; from a Dashboard (bird sight) to different Results pages (analyze data), ending in a Tracking page where concrete data can be managed.

Depending on the role, users can decide between traveling across the platform to understand the whole perspective or sticking with the default pages and filters. They also have the possibility to generate reports, create and send satisfaction surveys, track what’s being said and create case incidents if needed.
Helping users and present them with all the functionalities available for them is crucial. That’s why the interface never stops educating the user with concrete context information, hover effects and handy message flows. There’s an overwhelming amount of information, so our design guides the user to the most relevant information in different ways.


Due to the high volume of data displayed on the tool, to increase readability and cleanliness most of the chromatic scale is based on a clean canvas, with a great predominance of white and light grays. Colors have an important meaning and significance within ReviewPro (positive -green, neutral -orange and negative -red), so the accent color is blue. Other colors give support to graphs and charts.

From a visual standpoint, there are things that can make data easier and more fun. We developed an animated character that serves as a symbol to the hospitality sector. It appears when loading, displaying error messages and in empty spaces. Suitable iconography was designed and introduced as well, which was used to emphasize actions or to give support.


We usually start working with user requests or needs within the tool. After some brainstorming and board drawing, we turn this into Sketch and start the discussion. At the end, we gather all together in an Axure or Marvel prototype -according to page complexity- that helps the documentation.

Our main objective along the way is to convert their requests into an advantage that all users -future and actual ones-, can benefit from.

Our product methodology is based on Agile Management and our design system on Atomic Design.
When Sketch 3.0 Symbols was launched, I prepared a full Sketch Guideline Library which speeded up our designing processes. This allows us to focus on thinking the best solutions. This also helps us translate all visual elements into the Markdown language that developers can in turn use as a reference in their Github repository. Currently, we are working on a global components and guidelines site to build and maintain a solid design & development process.


I joined the product team as an intern and I learned everything about UX from my designer partner Sergio Sánchez. After some months I became an active UX/UI and product designer of the company. I had the pleasure to work side by side with Tim Towle, Co-Founder of the company, and Rafael Patiño, Director of Products & Operations. I was involved in processes from concept ideation to final implementation.

Among my daily tasks, you can find:

  • Streamline and optimize workflows.
  • Anticipate needs to help people work better, smarter, and faster.
  • Create familiarity and strengthen intuition by applying the same solution to different problems.
  • Guarantee consistency across products within the tool.
  • Stand up for correct mobile patterns within the app.

For confidentiality reasons, it is not possible to share concrete relevant product information. If you are interested in my design functions feel free to contact me via email or social networks.