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Club Wyndham South Pacific
Designing and Deploying Wyndham's South Pacific Web Interface with Placeworks
Wyndham’s South Pacific web interface represents a great case-study of ‘theme and variation’ when working with a brand to create a cohesive, yet distinct web experience for a particular customer / guest sector within the brand-scape. With our extensive experience in hospitality design, we at Placeworks were tasked with creating a web interface that not only encapsulates Wyndham’s brand identity but also caters to the distinct needs of their target audience for the South Pacific properties. The result is a website that blends aesthetic appeal with practical functionality, driving user engagement and conversion from within the site, rather than have potential guests jump across to OTA’s.
Understanding the Client
Having previously collaborated with Wyndham on various projects, Placeworks possessed an intimate understanding of the brand’s core values and the expectations of its clientele. This relationship laid the groundwork for a web design process that was deeply aligned with Wyndham’s vision for their South Pacific properties. The goal was clear: create a site that would act as a digital extension of the Wyndham South Pacific experience, while ensuring ease of use for potential guests with a goal of high guest engagement.
Design Approach
Colour Palette and Visual Identity
The colour palette chosen for Wyndham’s South Pacific website is a sophisticated blend of calming blues and whites, invoking a sense of serenity and luxury that mirrors the experience at their properties. The use of these colours was deliberate, creating a visual link between the online presence and the physical spaces. Additionally, the consistent use of these colours across the site reinforces Wyndham’s brand identity, making it instantly recognisable to returning users.
Imagery and Visual Hierarchy
High-quality imagery is central to the website’s design, with Placeworks opting for large, immersive photos that showcase Wyndham’s stunning locations. The strategic positioning and sizing of these images were carefully considered to draw visitors’ attention to the unique aspects of each property, encouraging them to explore further. The decision to use a mix of static images and dynamic content, such as videos and virtual tours, was pivotal in engaging users and providing a virtual taste of the Wyndham experience.
Functionality and User Experience
Navigation and Usability
A crucial element of the design was ensuring the site’s navigation was intuitive and user-friendly. Placeworks implemented a sticky navigation menu, ensuring that essential tools such as booking options and customer support remained accessible as users scrolled through the site. This design choice significantly streamlined the user journey, making it easier for visitors to move from browsing to booking without unnecessary friction.
Conversion-Focused Design
Understanding that the website serves as a primary conversion tool, Placeworks integrated subtle yet effective calls to action (CTA) throughout the site. The layout encourages users to book directly through the website, with strategically placed offers and incentives aimed at reducing reliance on third-party OTAs. By keeping the booking process within the Wyndham ecosystem, the site helps to increase direct bookings, thereby boosting revenue and fostering customer loyalty.
Technological Implementation
Performance Optimisation
Given the high visual demands of the website, performance optimisation was a top priority. Placeworks employed modern web technologies such as lazy loading and the use of optimised image formats to ensure that the site remained responsive without compromising on visual quality. This balance was particularly important to retain the attention of tech-savvy travellers who value both speed and aesthetics in their online experiences.
Accessibility Enhancements
The web interface was also designed with accessibility in mind. Following a comprehensive audit, Placeworks made several enhancements to align the site with the latest Web Content Accessibility Guidelines (WCAG). These improvements expanded the site’s usability, making it accessible to a broader audience, including those with disabilities.
Results and Impact
The collaboration between Wyndham and Placeworks resulted in a digital platform that not only meets but exceeds the expectations of its users. The website has seen increased engagement and improved conversion rates, thanks to its user-friendly design and performance optimisations. Furthermore, the emphasis on direct bookings has successfully shifted the balance from OTA bookings, reducing commission fees and increasing revenue.
Wyndham’s South Pacific web interface is a fine example of how Placeworks’ expertise in blending design with functionality can help clients achieve their business and branding goals. The project highlights the importance of understanding a client’s brand and audience, allowing for the creation of a digital experience that truly resonates. As Wyndham continues to grow its presence in the South Pacific, the website stands as a critical tool in their strategy, balancing luxury and accessibility in a way that still manages to define the Wyndham brand.
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