Vacation Club Website Migration & Redesign
As a member-based loyalty travel club, the Unlimited Vacation Club serves as a hub not only for booking vacations but also for exploring member benefits, managing account information, and staying up to date with special offers, events, and news. I served as Art Director, Web Designer, and UX Designer on this project from discovery through launch to enhance the member experience and overall functionality.
Project Overview:
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Enhance the user experience by streamlining the vacation booking process on the website, reducing reliance on the call center.
Showcase more resort photography and content to inspire bookings.
Increase member engagement through improved membership content and education.
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Art Direction: Worked across teams and with vendors to ensure brand continuity.
UI Design: Created new UI kit and style sheet to comply with accessibility standards and reflect our brand.
UX Design: Utilized user feedback to design and built page layouts within the Optimizely CMS.
Web Design: Reorganized site maps and created wireframes and component mockups to improve user flow.
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Migrating the website to a new CMS.
Redesigning the website for improved functionality, user-experience, and branding.
Challenges & Opportunities
The previous website faced several challenges. Through user surveys and feedback, we identified key areas for improvement, including booking ease, visual appeal, and member engagement.
Ease of Use and Booking
Make booking a vacation with their membership benefits simpler and more intuitive.
Visual Appeal
Feature more resort photography including accommodations, dining and amenities to inspire bookings.
Membership Experience
Clearly highlight key membership benefits and provide resources for a more exclusive experience.
Objective 1:
Improve Ease of Booking
Booking Widget & Search Bar placed prominently at the top of all pages.
Added “Book Now” link to the top navigation for easy access.
Implemented filter on the Special Offers page so users can search by destination, resort brand, or offer type.
Objective 2:
Improve Visual Appeal to Inspire Travel
Developed a more robust gallery page, organized into categories.
Emphasized imagery as the main feature on each page to inspire travel.
Enhanced UI Kit with accessibility compliant components.
Objective 3:
Improve membership experience through education and resources.
Developed an education hub for members to stay informed about club news and explore their unique benefits.
Introduced a dedicated page for member-only resort events to foster community connection.
