I came on board initially to tackle just the website, which was a mammoth task in itself. One of the first obstacles we faced was the sheer amount of content featured on the website. With dozens of services and hundreds of products, there was a lot of information to convey. Remember, we are thinking about relaxation and rejuvenation – not content overwhelm. For this reason, the decision was made to create a minimalist and clean layout using a grid format that was heavy on white space. Each content grid is balanced with stunning custom photography. This helped elevate the aesthetic even more and paired beautifully with the minimal colour palette.
Once we diagnosed the aesthetic issues, it was time for the functionality improvements. Since there are plenty of pages, we limited the amount of clicks wherever possible – we wanted customers to find the relevant information quickly. This meant consolidating a lot of information, which was good for user experience as well as SEO. We also used “feature elements” to pull focus to the most vital actions we wanted customers to take – like highlighting the Book Now button in the menus.