Royal Norwich
Royal Norwich
A UX-led redesign of the Royal Norwich website, focused on simplifying complex journeys and improving member-led navigation.
PROJECT TYPE
2025
Scope
Branding, Motion
Timeline
9 weeks
The Challenge
The previous website was heavily weighted toward golf and did not reflect the breadth of the wider estate.
The previous website was heavily weighted toward golf and did not reflect the breadth of the wider estate.
The previous website was heavily weighted toward golf and did not reflect the breadth of the wider estate.
Users struggled to understand how different offerings related to one another, with key information buried across long pages and inconsistent layouts. Navigation lacked predictability, content hierarchy was unclear and conversion pathways for membership, dining and events were difficult to find. The challenge was to redesign the experience as a destination rather than a collection of disconnected services, while maintaining the premium character of the brand.
Users struggled to understand how different offerings related to one another, with key information buried across long pages and inconsistent layouts. Navigation lacked predictability, content hierarchy was unclear and conversion pathways for membership, dining and events were difficult to find. The challenge was to redesign the experience as a destination rather than a collection of disconnected services, while maintaining the premium character of the brand.
Users struggled to understand how different offerings related to one another, with key information buried across long pages and inconsistent layouts. Navigation lacked predictability, content hierarchy was unclear and conversion pathways for membership, dining and events were difficult to find. The challenge was to redesign the experience as a destination rather than a collection of disconnected services, while maintaining the premium character of the brand.
Outdated Structure and Limited Clarity
Navigation lacked hierarchy and image-heavy layouts overwhelmed users. Essential information was often buried, weakening perceived value and making the experience feel less refined than the physical venue.
An Experience That Felt Fragmented
Key areas of the estate existed in silos, with golf dominating the narrative and hospitality, leisure and membership harder to locate. This led to confusion and an incomplete understanding of what Royal Norwich offered beyond the course.
Unclear Conversion Pathways
Membership, dining and event enquiries were difficult to identify, with CTAs appearing inconsistently and without sufficient context. This created friction and resulted in missed commercial opportunities.
Audience and Insights
Audience and Insights
An Experience That Felt Fragmented
An Experience That Felt Fragmented
Key areas of the estate existed in silos, with golf dominating the narrative and hospitality, leisure and membership harder to locate. This led to confusion and an incomplete understanding of what Royal Norwich offered beyond the course.
Key areas of the estate existed in silos, with golf dominating the narrative and hospitality, leisure and membership harder to locate. This led to confusion and an incomplete understanding of what Royal Norwich offered beyond the course.
Outdated Structure and Limited Clarity
Unclear Conversion Pathways
Navigation lacked hierarchy and image-heavy layouts overwhelmed users. Essential information was often buried, weakening perceived value and making the experience feel less refined than the physical venue.
Navigation lacked hierarchy and image-heavy layouts overwhelmed users. Essential information was often buried, weakening perceived value and making the experience feel less refined than the physical venue.
Unclear Conversion Pathways
Outdated Structure and Limited Clarity
Membership, dining and event enquiries were difficult to identify, with CTAs appearing inconsistently and without sufficient context. This created friction and resulted in missed commercial opportunities.
Membership, dining and event enquiries were difficult to identify, with CTAs appearing inconsistently and without sufficient context. This created friction and resulted in missed commercial opportunities.
IDEATION AND APPROACH
I began by mapping the estate as a system rather than individual pages, defining clear entry points based on user intent.
I began by mapping the estate as a system rather than individual pages, defining clear entry points based on user intent.
I began by mapping the estate as a system rather than individual pages, defining clear entry points based on user intent.
Ideation focused on creating predictable pathways supported by strong visual hierarchy and modular content blocks. Colour-coded sections were explored to distinguish golf, hospitality, leisure and membership while maintaining brand cohesion. Early concepts prioritised scannability, progressive disclosure and imagery that conveyed atmosphere without overpowering content.
Ideation focused on creating predictable pathways supported by strong visual hierarchy and modular content blocks. Colour-coded sections were explored to distinguish golf, hospitality, leisure and membership while maintaining brand cohesion. Early concepts prioritised scannability, progressive disclosure and imagery that conveyed atmosphere without overpowering content.
Ideation focused on creating predictable pathways supported by strong visual hierarchy and modular content blocks. Colour-coded sections were explored to distinguish golf, hospitality, leisure and membership while maintaining brand cohesion. Early concepts prioritised scannability, progressive disclosure and imagery that conveyed atmosphere without overpowering content.
The approach explored brand patterns and scale, using bold typographic forms and contrasting layouts to create rhythm, hierarchy and clear moments of emphasis across the experience.
The approach explored brand patterns and scale, using bold typographic forms and contrasting layouts to create rhythm, hierarchy and clear moments of emphasis across the experience.
I introduced a structured research and testing process, using early validation and rapid iteration to guide decisions, reduce risk and ensure the experience evolved around real user behaviour rather than assumptions.
Testing and Evaluation
Testing and Evaluation
34%
Faster, as Navigation Improved
Users reached their intended section more quickly, confirming that the revised information architecture and clearer labelling reduced trial and error navigation across the estate.
47%
Increase in Hospitality Engagement
Improved placement and stronger storytelling around hospitality content led to a significant uplift in clicks to dining and events pages, reinforcing the impact of context-led content.
74%
Increase in Scroll Depth
Hole by hole course pages encouraged deeper exploration, with users engaging further into content and spending more time understanding the course experience.
34%
Faster, as Navigation Improved
Users reached their intended section more quickly, confirming that the revised information architecture and clearer labelling reduced trial and error navigation across the estate.
47%
Increase in Hospitality Engagement
Improved placement and stronger storytelling around hospitality content led to a significant uplift in clicks to dining and events pages, reinforcing the impact of context-led content.
74%
Increase in Scroll Depth
Hole by hole course pages encouraged deeper exploration, with users engaging further into content and spending more time understanding the course experience.
29%
Faster Product Configuration
Users completed custom kit builds more quickly once options were grouped into clear stages, reducing backtracking and hesitation during high-commitment steps.
22%
Increase in Completed Enquiries
Introducing clearer reassurance points and a structured journey improved confidence, leading to more users completing enquiries without dropping out.
38%
Improvement in Product Understanding
Clearer hierarchy, progressive disclosure and consistent specifications helped users understand differences between options and make decisions with greater certainty.
The Solution
The final solution unified the estate under a single, cohesive digital system.
The final solution unified the estate under a single, cohesive digital system.
The final solution unified the estate under a single, cohesive digital system.
Services were grouped into clearly defined sections with predictable navigation patterns and consistent layouts. Content was rebuilt using modular components that supported comparison, reduced cognitive load and allowed users to move seamlessly between areas of interest. Rich photography and refined typography reinforced the premium feel of the brand, while structured content blocks made exploration intuitive across devices.
Services were grouped into clearly defined sections with predictable navigation patterns and consistent layouts. Content was rebuilt using modular components that supported comparison, reduced cognitive load and allowed users to move seamlessly between areas of interest. Rich photography and refined typography reinforced the premium feel of the brand, while structured content blocks made exploration intuitive across devices.
Services were grouped into clearly defined sections with predictable navigation patterns and consistent layouts. Content was rebuilt using modular components that supported comparison, reduced cognitive load and allowed users to move seamlessly between areas of interest. Rich photography and refined typography reinforced the premium feel of the brand, while structured content blocks made exploration intuitive across devices.
