Website: Segmenting journeys for clarity and conversion

Conflicting mental models

We analysed data from 24 in-depth qualitative interviews (12 for ownership, and 12 for holiday lettings) to understand user behaviours, identify pain points, and define user personas.

Then, we conducted a deep dive into direct competitors and best-in-class comparator websites – such as Airbnb – to identify industry standards for search filtering and listing layouts.

The previous website struggled to serve two distinct business goals: booking short-term holidays and facilitating long-term holiday home ownership. We redesigned the full website, moving from a “one-size-fits-all” approach to a segmented strategy.

Quantitative testing

We ran quantitative testing with 30 participants who have previously been on a lodge or static caravan holiday. The objective was to validate information architecture, layout decisions, and align user expectations.

Mid-fidelity wireframes are particularly effective to support these quantitative testing methods for sense-checking assumptions before investing in detailed design.

We split the holiday and ownership flows to tailor the experience into specific user intents, creating a high-speed flexible booking engine for holidaymakers, and a content-rich trust-building brochure site for prospective owners.

Fast, seamless on-site booking and checkout flow

The booking flow lacked the speed and filtering granularity users expect from modern OTAs, like Airbnb. The final checkout felt disconnected, redirecting users to a third-party interface, where users were unable to easily adjust dates or stay duration without restarting their search.

We redesigned a fast and easy booking system, streamlining the flows that allow users to bypass generic content and jump straight into availability. We redesigned two booking flows: the first through the search bar, and the second with ‘Resort’ cards showing prices before triggering the search.

Easy-to-find critical information

The ownership pages were text-heavy and difficult to scan, with critical information regarding site fees and the buying process buried. This cognitive overload contributed to missed sales inquiries.

The ownership area needed to be more educational. The goal of the ownership journey is not an instant sale, but a qualified sales inquiry.

We redesigned a flow that guides users through “Discovery” (lifestyle and location) to “Practicality” (site fees and finance). We also removed the ambiguity around total cost and next steps.