Great Wolf Resorts

2024-2025

Consumer Research & Website Redesign

At Great Wolf Resorts, I led a high-impact initiative to better understand guest expectations and elevate how we communicate value across digital channels. I oversaw the end-to-end process—from research and strategy through execution and optimization—guiding a design team and collaborating deeply with stakeholders across product, brand, revenue management, and marketing.

Our work began with a large-scale consumer research effort that included surveys, in‑depth interviews, and guided usability testing. This research identified key drivers of booking behavior and highlighted gaps in our positioning. I launched weekly working sessions with leadership and conducted regular design reviews to ensure alignment with real‑time insights.

We translated these insights into a robust UX and design strategy. My team rapidly prototyped new concepts, gathered feedback, and executed A/B tests while tracking performance with our analytics tools. The redesigned website delivered a measurable lift in booking conversions, drove meaningful revenue gains, and increased engagement across all customer segments.

This project became the digital foundation of Great Wolf’s brand across channels—informing messaging, visual framing, and information hierarchy. It was a model of how strategic research, cross-functional collaboration, and sharp design execution can drive real business impact.

Consumer Psychology-Informed Pricing Display Enhancements

Another big win was the research paper-informed pricing display enhancements that truncated and rounded our pricing. This increased the perceived value of the product and had a measurable positive impact on bookings revenue along with a near zero cost of implementation and engineering resources.