BIG4 Holiday Parks
Park Portal
- Co-conceptualising a strategic business opportunity
- Designing a proof of concept to generate stakeholder buy-in
- Turning current-state pain points into a potential differentiation
The brief.
We were engaged by BIG4 Holiday Parks to run an Innovation Sprint. The goal of this project was to reimagine the content management experience for their B2B users; Australian holiday parks. Led by insights from the Park Success Team, our mission was to co-create an intuitive editing experience to cater for the specific needs of the Holiday Park audience.
The challenge.
One of our key challenges was to address content quality inconsistencies across the park-managed micro sites, an issue that was impacting the customer experience in extreme cases. The need for intuitive content generation tools become central to the value of the solution. And our design challenge centred around making content creation and maintenance as easy as possible for users, arming them with new tools for creating effective content online.
The opportunity.
Aside from the addition of new content creation tools, one of our main sprint goals was to create a sense of flexibility within the park portal. This was informed by the park success team, who had received feedback from parks around the lack of personalisation on their micro site. Historically this had been a challenge for BIG4, who struggled to balance the demands for content freedom with the need to maintain a cohesive experience for the customer.
The result.
Using our innovation sprint methodology, we were able to co-design and validate an interactive proof of concept in a little under two weeks. The proof of concept was a major success with holiday parks, who scored it an average of 9/10 in overall effectiveness.
We’re also proud of the fact that the concept was showcased at BIG4’s National Parks Conference, announcing the new strategic focus on park experience. The proof of concept generated a hive of excitement around the new product direction for the business.
