I led the discovery phase, content strategy and customer experience design for this iconic golf destination.

Established in 1895, Pinehurst is a golf resort like no other in the United States.

The resort properties and surrounding village boast an incredible range of amenities. With ten famous golf courses, a luxurious spa, many, many restaurants, event facilities and lodging opportunities, Pinehurst is a world-class destination in the heart of North Carolina.

Website Objectives
  • Communicate its heritage story to a new generation of golfers,
  • Romanticize the 10 courses as unique experiences,
  • Promote all the resort amenities to a broad audience
  • Reduce trip planning burden on booking staff
  • Deliver a modern website platform for on-going publishing


The course experience

Fluid browsing and rich content fuels the fantasy.

The course navigation structure gave visitors the power to browse and dive deep into 19 holes without getting lost.

Each of the 10 courses at Pinehurst has a rich history and a character all its own. We designed an experience to give newcomers a sense of place and stoke the memories of Pinehurst alums.

Important details for each hole allow golfers to imagine a course before they play it. Or, allow return visitors to reflect on their previous experiences and get excited for the next trip.


Messaging Hierarchy

Delivering the most value through messages aimed at the right people.

Offers and Packages are a big draw for Pinehurst and it was important to develop a site-wide promotion mechanism; think internal ad program.

Relevance in changing times

We developed a content strategy to target a multi-tier audience, positioning Pinehurst as the quintessential American golf experience.

Expand audience appeal

With so much to do in and around Pinehurst, we designed site structure and wayfinding that reveals all major resort amenities at a quick glance.

Drive informed conversions

Working directly with sales and guest services, we developed content to guide trip planning based on common customer questions.


Auditioning the experience

Careful planning and rigorous content strategy allowed the team to iterate quickly.

HTML Wireframes

After developing a detailed content outline, I used a standard front-end library, Bootstrap, to very quickly stand up a prototype experience. This allowed us to test the flow of content, page-level information hierarchy and site-wide wayfinding.

This also made conversations with the client, designers and developers far more productive. We could quickly iterate on the experience, inspiring interface design explorations and informing early collaboration with development.


Measuring Success

The true success of an experience must be measured in both qualitative and quantitative metrics. Pinehurst saw an increase in booking inquiries, primary anchor pages saw an uptick in traffic and visitor browsing patterns aligned to our conversion funnels. Success by the numbers.

However, the often intangible qualitative metrics can be more difficult to capture without a concerted research effort. Or, you can watch what people say on twitter.

This series of tweets is from a fan of the resort the day Pinehurst launched its new web presence.


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