Playa Grande

Profiling workshops helped us to better understand the relationship the customers have with the individual Discovery communities (Playa), and along with ongoing qualitative and quantitative research, we formed our strategy. Based on this insight we identified potential opportunities to help better communicate the unique properties of the site along while improving the customer experience and performance.

We created a new design system that would take cues from the parent brand while being flexible enough to allow for the different identities for each community site. This flexibility meant the brand could easily evolve as new sites came online.

From a development perspective, the site would be based upon pre-designed modules that could be easily updated using the sites own design language while retaining the structure and maintaining a visual connection to the corporate brand. This meant while the sites were based upon a modular format it still left room for the design and overall experience to be crafted per site which was a key project objective.

Along with updating the design system we also implemented and deployed a new technology framework for the site. Working with the internal IT team, this new framework allowed for a more agile and scalable workflow while improving overall performance. 

Craft CMS was chosen as the back-end system and allowed greater flexibility for the client when it came to maintenance. It also gave them greater design autonomy, allowing them to easily interchange modules and effectively build their own pages as the sites and communities evolved.