Redefining our brand to our customers, one webpage at a time.

Par 5 Resort Website Revamp

User Research • Visual Design • User Interface • Wireframes • Information Architecture • Mobile Optimization

Problem

Par 5 Resort’s website lacked core functionality expected of modern hospitality platforms. The site was not fully responsive, did not support direct bookings, and relied heavily on phone calls and third-party services for reservations, events, and purchases.

This created friction for users, limited conversion tracking, and weakened the resort’s ability to control the guest experience end-to-end.

Role: Solo UX Researcher & UX Designer
Timeline: December 2023 – Present
Company: Par 5 Resort (Hospitality / Luxury Resort)

Goal

Redesign the website to:

  • Enable direct bookings and payments

  • Support events and merchandise sales on-site

  • Improve usability across devices

  • Better reflect the resort’s luxury positioning

Success meant increasing direct engagement while reducing reliance on external platforms.

My Role & Ownership

As the sole UX designer, I owned:

  • UX research and strategy

  • Information architecture

  • Visual design and prototyping

  • Conversion-focused UX decisions

  • Ongoing iteration and site evolution

This is a from-scratch redesign with live, evolving constraints.

UX Challenge

The existing website functioned primarily as a brochure rather than a transactional platform. Users were required to:

  • Call to book reservations

  • Use third-party services for events and tickets

  • Navigate unclear content to understand amenities and offerings

From a business standpoint, this limited:

  • Conversion visibility

  • User retention

  • Brand perception in a competitive luxury market

The challenge was to modernize the site while balancing luxury presentation with conversion efficiency.

Research & Insights

Methods

  • User feedback analysis from guest reviews

  • Interviews with past guests, potential visitors, and internal staff

  • Analytics review to identify drop-off points

  • Competitive analysis of luxury resort and golf destinations

Key Findings

  • The visual design felt dated and misaligned with the resort’s premium experience

  • The booking flow was unintuitive and intimidating

  • Content failed to clearly communicate the value of amenities, golf courses, and events

  • Users expected to complete transactions directly on the site, not via phone or third parties

Insight: The site was underselling the experience and overburdening users at the moment of conversion.

Key Design Decisions

1. Direct Transactions Over Lead Capture

Tradeoff: Traditional hospitality lead funnels vs. immediate conversion.
Decision: Enable direct payments for bookings, events, and merchandise to reduce friction and improve conversion tracking.

2. Conversion-First Information Architecture

Tradeoff: Aesthetic storytelling vs. usability.
Decision: Structure pages around clear user goals—book, attend, explore—while maintaining a luxury visual tone.

3. Content Depth as a Conversion Tool

Tradeoff: Minimal copy vs. persuasive clarity.
Decision: Expand descriptions of amenities, golf courses, and events to support confident decision-making.

4. Platform Constraints as Design Parameters

Tradeoff: Custom development vs. platform efficiency.
Decision: Leverage Wix’s capabilities strategically, designing within constraints while maximizing flexibility and performance.

Design Solution

I redesigned the website from the ground up, introducing:

  • Responsive layouts across devices

  • Integrated booking and payment system

  • Event management with RSVP and ticketing

  • Merchandise shop for direct sales

  • Clear navigation and conversion pathways

This transformed the site from a static presence into an active business channel.

Visual Design

  • Clean, modern layouts inspired by upscale golf resorts

  • High-contrast color usage to guide attention

  • Clear visual hierarchy to support exploration and conversion

  • Brand-forward presentation that aligns with luxury expectations

Design decisions prioritized clarity, trust, and ease of action without sacrificing visual polish.

Initial Wireframe

Outcome & Current Impact

  • Enabled direct bookings, event RSVPs, and merchandise sales

  • Reduced reliance on third-party platforms

  • Improved visibility into user behavior and conversion paths

  • Positioned the resort for scalable digital growth

Status: Ongoing project with continuous iteration and optimization

What This Case Study Demonstrates

  • End-to-end redesign ownership on a live product

  • Strong UX judgment balancing brand and conversion

  • Ability to modernize legacy digital experiences

  • Designing within real-world platform constraints

  • Iterative improvement rather than “one-and-done” delivery

What I Learned

  • How to translate user research directly into revenue-driving features

  • The importance of UX clarity in hospitality conversion funnels

  • How to design effectively within platform limitations

  • How ongoing ownership improves UX outcomes over time