Outrigger Hotels & Resorts

Outrigger Resorts wanted to create a new responsive website that would improve brand image, drive traffic more efficiently, and increase conversions.

Role: Design Lead, Concept, UX, Brand
Tools: Figma, Sketch, Invision
Year: 2022

Context

Founded in 1947, Outrigger was one of the first hotels to offer moderately priced hotel rooms in Waikiki. Believing strongly in the values of Ke 'Ano Wa'a, The OutRigger Way was designed to advance their corporate culture and fundamental business strategies. Their acquisition in 2016 by KSL Capital Partners and subsequent pandemic has also given the brand a unique opportunity to evolve.

Project Goals:

  1. We envisioned the new Outrigger web experience to incorporate Ke ‘Ano Wa’a (The Outrigger Way), of warmth and generosity.

  2. Create a truly user-first website where the guest is catered to from the moment they land on the site, through booking.

  3. Create a personalized, anticipatory experience using data. This experience should serve up relevant, timely and helpful content at every point of the sales funnel, reaffirming the user’s confidence in staying with Outrigger.

Project Notes:

When pitching Outrigger Resorts we knew we had an opportunity to reintroduce this historic, but tired brand to a new wave of post-covid travelers. The previous website had low usability, poor conversion and inconsistent/non-existent brand standards; all things the client was looking to improve.

Reimagining the experience meant evolving everything from the brand through re-platforming. We conducted onsite visits, sentiment surveys, user testing, brand workshops, competitive analysis, content strategy, site mapping, migration, and everything in between to create a brand new Outrigger.

Result:

We improved conversion rate of the website via clear call-to-action buttons, logical structure, advanced search functionality, comfortable menus & a beautiful, revamped interface and our post-launch user feedback reported a sentiment score of 4.5 out of 5.