← Back to Work
Travel + Leisure Co
Club Wyndham Vacation Planner
Helping members and prospects discover their perfect vacation across 220+ resorts through personalized, quiz-style discovery.
Travel + Leisure Co
Helping members and prospects discover their perfect vacation across 220+ resorts through personalized, quiz-style discovery.
The Challenge
Users were having difficulty discovering resorts that would fit their ideal vacation. With over 220 resorts throughout the US, Caribbean, and Hawaii, finding the right match was time-consuming and overwhelming. Lack of personalization and social media's focus on popular destinations made the problem worse.
Challenge 01
Users struggled to search and find resorts with over 220 options. The map and list views were time-consuming, and featured resorts weren't customized to user needs.
Challenge 02
Prospects coming from social media or email campaigns weren't converting. New members had limited onboarding—they didn't know where to start or what resort was right for them.
Challenge 03
Popular resorts were increasingly difficult to book. Meanwhile, resorts with similar amenities and ratings had availability but limited visibility—a business opportunity hiding in plain sight.
Who We're Helping
Users at different stages with Club Wyndham were having similar issues—from prospects researching membership to seasoned members looking to try something new.
I'm interested in a Club Wyndham membership. What kind of vacations can I go on?
We love our beach resort. It'd be great to find a similar style resort in Orlando within our budget.
I don't know where to start. What resort is right for me?
The Solution
We designed the Explore Resorts experience to guide users through a series of questions to understand the type of vacation that best suits them. We created different flows for members and prospects to align with their unique goals—members get actionable booking paths, prospects get aspirational results with clear paths to membership.
Member Experience
Member results make booking vacations easy. Users can quickly act on recommendations while being encouraged to continue exploring destinations in their results.
Prospect Experience
Prospect results are more aspirational—generating excitement and deeper understanding of the product—while making a clear path to learn more about club membership.
My Role
I led the design team working on the Club Wyndham website, including the owner dashboard, booking flow, and the Vacation Planner. I managed 2 designers, reviewed designs from our external agency team, and provided guidance to ensure good user experience and consistent design patterns. I worked closely with the user testing team to gather insights using high-fidelity prototypes.
Reflection
Users enjoyed the experience but wanted it customized to them. Personalization isn't just a nice-to-have—it's what transforms a tedious search into an exciting discovery. The same content, presented differently based on user goals, creates dramatically different outcomes.