Outrigger
The Outrigger and Rightpoint collaboration has been a game-changer, leading to a major revamp of Outrigger's website. This project was not just a cosmetic upgrade, but a deep dive into improving operational efficiency, conversion rates, and scalability. The result is a transformed website that perfectly encapsulates Outrigger's identity as a relaxed luxury hospitality brand, enhancing the user experience and allowing for more efficient digital operations.
Solution //
CPG&Retail, Customer Experience
Role // Design Lead
Deliverables
Design & Research:
Stakeholder workshop and interviews
Audience Mindset
Journey mapping
High-fidelity design and prototypes
QA and post-launch monitoring
Project specifications
Duration:
10 months
Tools:
Figma
Miro
Azure Devops
Overview
Overview
This partnership with Outrigger gains prominence against the backdrop of post-pandemic travel trends, notably a shift towards leisure and relaxation-focused vacations, as highlighted by a Skyscanner survey. Outrigger's diverse range of hotels, resorts, and vacation rentals aligns well with these emerging trends, setting them apart from traditional hotel brands and enabling them to meet the evolving preferences of modern travelers.
The success of this strategic move was evident immediately after the launch on December 6th, 2022. Outrigger saw a remarkable increase in revenue and bookings, with a 63% year-over-year revenue growth in December and a 77% rise in nights booked. These results underscore the effectiveness of our data-driven approach and the collaborative synergy between Outrigger and Rightpoint.
The solution
As the lead designer, my focus was on reimagining Outrigger's website to better facilitate the planning and booking stages, ensuring a smoother experience for guests. I developed a comprehensive visual system designed to lay a solid foundation for future expansion and scalability. Additionally, I recognized specific challenges such as the complexity created by the 'people per room' aspect in the Sabre system, the 'compare mindset' that hinders quick decision-making, and the inefficiency of existing filtering options. To address these, I proposed an enhanced map view that caters to an 'exploration mindset', allowing users to navigate and make decisions more efficiently. Suggestions like expanding the map view and incorporating features such as property swipes and an image carousel were aimed at addressing different user mindsets, ultimately driving decision-making.
Stakeholder Insights & Collaboration
At the outset of the project with Outrigger, the team engaged in a thorough process of research and analytics, working closely with the client. This phase included stakeholder interviews and workshops, which were instrumental in identifying key opportunities to enhance Outrigger's brand narrative throughout the customer journey. Our analysis also revealed strategies to boost guest confidence during the research phase of their buying process, which was crucial for improving conversion rates.
Audience Mindset
During the primary research phase, the team focused on Voice of Customer interviews, engaging with 9 individuals who either traveled to Hawaii in the last year or are planning to do so in the next 6 months.
The secondary research was extensive, incorporating analyses of Revinate guest reviews and Buxton’s customer and competitor data. The team also scrutinized Unifocus customer data and delved into broader consumer and market research, which included travel and hospitality trends, consumer surveys, and customer journey analysis.
To complement these, I utilized VWO for recordings and data analysis, and gathered valuable anecdotal insights from stakeholder interviews with the Outrigger team. In the realm of data and analytics, my decisions were informed by insights derived from the Search Landscape Analysis and Baseline Analytics reviews, providing a comprehensive understanding of the current market and consumer preferences.
Scalable and Data-Driven Design Solutions
Understanding the importance of conversions, I focused on redesigning the booking widget, a critical touchpoint for users. By analyzing user behavior and identifying key decision-making factors, I crafted an intuitive and user-friendly widget that significantly improved the booking experience. This redesign not only aligned with user priorities but also drove measurable increases in conversion rates.
I spearheaded a comprehensive transformation of Outrigger’s digital presence, addressing challenges in analytics, CMS capabilities, and user experience. By creating a scalable design system rooted in company and user research, I ensured Outrigger’s website could evolve effortlessly with future needs. This system included modular, reusable design components that streamlined the build process and enabled seamless updates, enhancing CMS functionality for greater efficiency.
Simultaneously, I collaborated with Outrigger’s branding agency to integrate their refreshed identity—centered on HOST + GUEST + PLACE—into the design. The result was a cohesive and compelling digital experience that harmonized functionality with the brand’s values, setting a strong foundation for continued growth and innovation.
Check out the live site here
Team
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Design Director: Andres Herrera
Design Lead: Mei Li
Experience Director: Kelly Noah
Experience Designer: Jordan Kiehel