UX Case Study: Small Business
Clarifying the Offers Experience for a Luxury Resort
Overview
The Offers page on The Greenbrier website serves as a central location for promoting resort packages, seasonal experiences, and special events intended to support guest booking decisions. This case study examines how clarifying page purpose, reorganizing content by user intent, and simplifying information presentation can create a more focused browsing experience that supports confident offer comparison and booking exploration.
Approach
Each project is guided by a clearly defined design or strategy principle that informs content decisions, structure, and user experience outcomes.
Design Principle
Organize offers by user intent and decision stage, prioritizing clarity and comparison before conversion, while deferring secondary information that does not directly support package evaluation.
I. Problem Statement
The Offers page on The Greenbrier Resort website presents a wide range of packages, events, policies, and promotional content without a clear organizational hierarchy or a unified purpose. Primary users, prospective guests evaluating whether to book a stay at the resort, encounter competing headings, inconsistent naming, and unrelated content that interrupt the browsing experience. As a result, users struggle to understand what the resort is offering, how different packages relate to another, or what action to take next. The browsing experience makes it difficult for users to confidently compare options or move toward booking.
II. Ideal Page Goal and User Intent
The primary goal of the Offers page is to help prospective guests evaluate available packages and special offers so they can confidently decide whether – and how – to book a stay at The Greenbrier Resort.
To support this goal, the page should prioritize clear grouping, consistent naming, and scannable summaries that allow users to compare options easily. Secondary goals, such as exploring seasonal events, reviewing resort policies, or subscribing for updates, should remain accessible without interrupting the core browsing and decision-making experience.
III. Content Audit and Key UX Issues
A review of the Offers page revealed several content and structural issues that interfere with the page’s primary goal of helping prospective guests evaluate and compare packages. These issues include unclear audience framing, inconsistent hierarchy, competing user journeys, misplaced emphasis on secondary content, CTA overload, and reduced scannability – particularly on mobile devices. Combined, these problems increase cognitive load and prevent users from confidently moving from browsing to booking.
IV. Proposed Content Structure
To better support discovery, comparison, and confident decision-making, I proposed reorganizing the Offers page around single primary users journey: evaluating available packages before moving toward booking.
The revised structure introduces a clear page purpose, groups content by user intent, separates packages from events, defers secondary information such as FAQs, and reduces competing calls to action. This approach prioritizes clarity and scannability while maintaining the brand’s luxury tone and sense of exploration.
By removing the full FAQ section and replacing it with a single, unobtrusive line of microcopy, the page maintains access to important policy information without interrupting the primary browsing experience. This protects user focus while still supporting transparency and trust.
Proposed Page Structure
Page Introduction
Clarifies purpose, audience, and next step:
“Seasonal offers and curated packages designed to enhance your stay at The Greenbrier. Browse categories below to compare options and select the experience that best fits your visit.”
Featured Offers
Optional section. Highlights a small number of seasonal or high-value packages to guide users without overwhelming them.
Stay Packages
Primary Section. Multi-night and bundled experiences presented using a consistent, scannable pattern:
- Package name
- One-sentence value summary
- 3–4 bullets outlining inclusions
- CTA: View details
Experience-Based Offers
Grouped enhancements that complement a stay but do not replace it:
- Spa and Wellness
- Golf
- Dining
Holidays and Special Events
Data-specific and time-bound offerings clearly separated from stay packages.
Policy Access
The full expanded FAQ section is removed from the Offers page to avoid interrupting the user’s primary browsing and structured comparison.
Replacement microcopy:
“Questions about resort policies or accommodations? View our FAQs.”
Microcopy text links to a dedicated Policies or FAQs page within the site’s About or Help navigation.
Primary Conversion CTA
A single, calm step placed after users have completed evaluation:
- View room availability
- Select dates to continue
Newsletter Signup
Optional. De-emphasized. Reframed with clear value and placed after the primary journey or in the footer.
V. Sample Content
To demonstrate how the revised structure supports clarity and comparison, I rewrote the page introduction the policy access microcopy in the proposed page structure. I rewrote one representative package listing to guide content iteration. Additional packages and experiences would follow the same standardized format to maintain consistency and scannability across the page.
Package Example
Spring Spa Escape
A relaxing midweek getaway designed to help you unwind and recharge.
Includes:
- Two-night stay
- Daily breakfast
- $200 spa allowance
- Access to resort amenities
- CTA: View details
Additional stay packages and experience-based offers would follow the same structure, using consistent summaries and inclusion lists to support easy comparison across options.
Results and Impact
Reduced browsing friction by separating packages, events, and policies into distinct user-intent sections
Improved comparison and discovery through consistent offer summaries and structured listings
Clarified page purpose by aligning headings, navigation flow, and conversion points
Strengthened booking decision confidence through clearer information hierarchy and reduced CTA competition