National Stud Website Redesign
UX Case Study
This project, which was also my Bachelor's thesis, focuses on redesigning the Czech National Stud at Kladruby nad Labem website. This work uses current web technologies and UX/UI approaches to create an attractive site with an examplary information architecture.
Navigation Hub Pages
Challenges
The existing site was usable but did not reflect the stud's global significance. Its main purpose is to encourage visits, yet the path to tickets, opening hours and tour options was unclear. The navigation was oversized and used unclear category names, the hierarchy was flat so almost everything competed for attention, and long text blocks made scanning difficult and key information easy to miss. Legal documents and duplicate pages were mixed in with visitor content, and the mobile version simply stacked elements vertically instead of being properly adapted.
The Goal
The project aimed to shorten the path to important information and restructure the information architecture into a clear, intuitive hierarchy. The goal was also to express the stud's heritage and prestige through a modern visual language and to deliver a truly responsive site. Every design decision needed to be traceable back to research.
Before and After – Homepage
Inspiration – Tourist Destination Websites
Research and Inspiration
I studied websites with similar goals, such as tourist destinations: castles, museums and luxury resorts, to learn how they present the information visitors need. From this research I defined two guiding principles: make visible only what matters at first look, and make every detail deliberate. I also identified most common aesthetic techniques, such as bold typography, full-scale video, parallax and hover effects, that make a site more memorable.
Competition
I compared NHKL with similar horse-breeding sites, such as Piber and Lipica, and audited their current websites page by page. Lipica's negatives showed that a prestigious look can undermine usability when practical information is hidden. The research revealed three core problems with competition websites: unclear hierarchy, cluttered navigation and weak visual communication. It also highlighted strengths worth keeping, such as the regularly updated news and the thorough footer.
Competition Research – Other Stud Farms
Current Webpage – Negatives Example
Analysis of the Current Website
I thoroughly analyzed the entire NHKL website, including going through all pages and subpages, opening all documents and trying all the links. The site turned out to be well maintained, with news added almost daily, a useful quick-link hub and a clear footer. However, the navigation was crowded and vaguely labelled, key information such as hours and prices was buried or confusingly presented, and the mobile version only stacked elements vertically. I concluded that the site was functional but not optimal, which set my redesign priorities: a clearer hierarchy, a shorter path to key information and a stronger visual identity.
Users and Information Architecture
Based on the current presentation and online user reviews, I defined two target groups:
families seeking a day out, who need quick access to information like opening hours, tour times, prices and tickets
higher-spending individuals seeking specialized services, such as a horse carriage ride, who need detailed information about these services and direct contact.
A persona was created for each. I then removed or hid content that ordinary visitors do not need, reorganized the rest into four clearly named categories (Visit Us, Discover, Services, About Us), and structured the site into three levels: hub pages, subpages and detail pages.
Information Architecture – Before and After
Final Changes
I kept the existing 2017 identity, since it was already widely and successfully implemented, and chose to extend it rather than replace it. I added a softened dark brown and cream palette, a crimson accent, elegant typography. Specifically for the website I worked with black-and-white photography that turns to color on hover, and an 8-point spacing system. The home page opens with a looping video hero and quick links placed high for fast access, followed by listed tours, the stud's history, news and so on. Sub-pages become calmer and more content-focused the deeper you go, some using Framer's CMS. The mobile version is adapted rather than merely shrunk, and the whole site is entirely responsive.
I tested the design with a smaller group of users and fixed the problems they raised, including incomplete responsiveness, unsuitable font size and weight, and missing links.
Second Level Layout Structure
The project produced a live, functional prototype with a clearer structure and a faster route to information that visitors need. It has a premium look that stays consistent with the brand. It is also scalable thanks to its design system and CMS-driven templates, which make future content easy to add.
Future work would include structured usability testing with real visitors, a language switcher, completion of the remaining pages and real implementation in collaboration with Národní hřebčín Klaruby nad Labem.
