Project Overview:
The Pavilion website redesign aimed to modernise the brand’s online presence, reflect its evolving brand values, and introduce new features such as a members portal and meeting room booking system. The redesign also focused on improving the user experience for application forms, particularly for corporate members, and ensuring smooth navigation for both existing members and potential clients. My role involved reworking the brand guidelines in parallel with the website design, exploring various styles to align with the new business direction of uniting business and pleasure within one membership.
Objective:
The goal was to create a contemporary, user-friendly website that aligns with Pavilion’s updated brand values while adding essential functionality. Key objectives included:
Updating the design to better reflect the brand’s core values.
Introducing features like a members portal and booking systems.
Streamlining application forms for improved efficiency.
Creating intuitive flows that would guide users seamlessly from ads to calls-to-action (CTAs), increasing conversion rates and engagement.
Key Features:
Adapting to Evolving Brand Guidelines: The brand vision underwent several iterations during the design process, requiring frequent adjustments to the guidelines. This was a dynamic part of the project, and I worked closely with stakeholders to ensure the final design captured the updated vision while aligning with the business’s strategic goals.
Membership Application Forms: The corporate membership application form was particularly complex, as it needed to support multiple users accessing and updating it. I designed this form to be user-friendly and efficient, ensuring a smooth process for corporate clients.
Key Responsibilities:
Research & Discovery
I began by analysing the existing website and identifying pain points such as outdated design, inefficiency in application processes, and lack of modern features like the members portal. I collaborated with stakeholders to understand the business vision and technical requirements.Brand Guidelines & Concept Exploration
The brand guidelines were reworked alongside the web design. I explored multiple design styles to find the right balance between modern aesthetics and business needs. This was an iterative process, with regular feedback from the business to ensure alignment.Stakeholder Management
Throughout the project, I worked closely with key stakeholders, including the CEO, operations team, marketing, sales, and staff. Regular discussions ensured that all departments’ needs were met, and the design direction aligned with the broader business vision.Wireframing & Prototyping
I created wireframes that focused on streamlining the user journey, particularly for booking systems, application forms, and the members portal. I also explored quick navigation flows to connect ads directly to the most relevant CTAs.User Testing & Iteration
Prototypes were tested with users to gather feedback on the new design elements, especially the application forms. Iterations were made to improve accessibility, functionality, and usability.Collaboration & Development
I worked closely with the development team to implement the design, ensuring seamless integration of new modules and functionality. I also helped refresh the current website with new components, leading to immediate improvements in user engagement.Quick Refresh of Existing Website
While the full redesign was in progress, I led a quick refresh of the existing website using mainly existing components. With the help of the development team, we launched key new pages, such as the terrace and events pages, which resulted in a significant increase in event enquiries and revenue.
Results & Impact:
The new website is not live yet, but we expect the redesign to significantly boost key metrics:
Higher Membership Conversion Rates: Streamlined user flows and improved application forms will increase the ease of sign-ups.
Increased Meeting Room & Event Venue Rentals: The new booking system and member engagement features are expected to drive more bookings and enquiries.
Stronger Member Engagement: The members portal will provide easy access to exclusive content, increasing member interaction.
In the meantime, the quick refresh of the existing website has already produced impressive results. After launching new pages, like the terrace and events sections, event enquiries soared, contributing to a £1 million revenue conversion in the past year.
Next Steps:
Seamless Application Form Design: Successfully designed a corporate membership application form that allows multiple users to access and edit it, streamlining the process and improving efficiency.
Quick Wins with Existing Website: Managed to improve conversion rates and event enquiries using existing components while working on the full redesign, generating significant revenue in the process.
Collaborative Design Process: Worked closely with both internal stakeholders and the development team to ensure the final design met business goals and user needs.
Refined Brand Identity: Revamped the brand guidelines and website design to reflect Pavilion’s updated vision, helping to align the company’s digital presence with its values.
