Hilton Grand Vacations

Goals

Hilton Grand Vacations provide vacation ownership options while bringing services and benefits to Club Members and guests. Dealing in timeshares, they develop, manage, market, and operate a system of brand-name vacation club ownership resorts. Hilton Grand Vacation needed a new consolidated website that combined content that resided across multiple sites, so they could unify their marketing efforts.

Target Audience

The average Hilton Grand Vacation customer is around 51 years old with a household income of $83,000. The median age of new owners in the last few years has been 39.

Challenges

9 sites was being consolidated into one website in Sitecore. They included the following sites:
- concierge.hiltongrandvacations.com
- club.hiltongrandvacations.com
- hiltongrandvacations.com
- blog.hiltongrandvacations.com
- higvc.co.uk
- rentals.higvc.co.uk
- stayHGV.com
- floridagrandvacations.com
- HGV.com
Many website content owners were siloed and working separately with uncoordinated marketing efforts.
The design and branding varied site to site.
The development of the site would be completed by HGV IT, along with another vendor selected by the client.

Execution

For the scope of the project, desktop and mobile views were produced for 12 page templates. They were divided into 3 batches for the review cycles. I was the lead designer on the project and produced the wireframes and design. I provided art direction over another design who assisted with revisions, producing some wireframes and designs of page templates, and annotating wireframes.

12 Page Templates

Homepage
Resorts and Destination Landing Page
Resorts Detail
Generic Topics Landing Page

Generic Sub Landing Page
Generic Interior
Form Styles
News & Media

Plan Your Vacation Landing Page
Plan Your Vacation Detail
Marketing Landing Page - 1 Offer
Marketing Landing Page - 2 Offers

Wireframes

A UX architect had provided research and insight on how to consolidate the 9 websites into one. We collaborated to produce the recommended components and page templates that fulfilled the business goals. I produced interactive desktop and mobile wireframes in Axure. Although the development would be completed by the client’s preferred vendor, the wireframes was still peer reviewed by my agency’s team. We checked for accessibility and SEO. During our client review cycles, the development team was present to ask any questions and to provide any technical insight. Additionally, annotated wireframes was given to the development team to verify the functionality of the components and SEO recommendations.

Below are a few wireframes developed for this project.

Feature to display promotions, destinations, and blog articles with the navigation.

Homepage

Resorts and Destination Landing Page

Resorts Detail

Marketing Landing Page - 2 Offers

Designs

During the time of this project, my agency was also producing digital marketing campaigns. I was able to review the work from my peers, the brand guidelines, and the 9 sites to produce 2 design options. In option, I altered the watercolor illustrations seen in their brand by making them more brightly colored illustrations using the secondary color palette. In another option, I layered imagery over large fields of color to mirror high-end editorial magazine layouts. Based on client feedback, I combined elements from both options.

Below are a few designs from this project.

Proposed Design - Option 1

Proposed Design - Option 2

Homepage

Menu Navigation Feature

To increase customer engagement, a feature allowing the client to author and display promotions, resorts and destinations, and blog posts was added to the primary navigation and associated to each fly-out menus.