Shorefield Holidays
Enhancing guest experiences and driving retention with a holiday bookings app
Shorefield Holidays wanted to improve the way guests interacted with their holiday parks by consolidating various apps and services into one unified app. The goal was to create a single app where guests and park members could easily access their booking details, discover on-site activities, and make use of digital keys for facilities—all from their phones. My role was to define, design and guide the design of My Shorefield, an app built to simplify interactions and provide guests with a memorable, engaging holiday experience.
Deliverables: Functional Specification, Product Design
Project Type: Define & Design using Fresh Framework
Team: Project Lead (me), Junior Designer
Business Goal
The main objective for Shorefield was to boost repeat bookings of holiday goers and increase on park spend through a single mobile app. The platform needed to offer guests an easy way to manage their holiday bookings (including guests), access on-site information, and discover activities. It also had to serve park members and staff by providing them with relevant information and features to support their service.
User Impact Goal
For holiday goers, the My Shorefield app aims to “improve the joy of holidaying at Shorefield” by bringing greater levels of peace to the pre-holiday madness, and making it easier to enjoy your everyday when on site with clean and simple booking management, activity discovery, and digital keys. Essentially support holiday goers The make the most of their stay and build lasting memories.
Design Process
I approached the design of the My Shorefield app with a strong focus on user experience and retention goals. Here’s how the design process worked:
01/ Research & Ideation
During the discovery workshop, I collaborated with the Shorefield team with multiple workshops to identify key pain points for guests and park members using existing apps. We explored what’s right, wrong and missing for all players, to generate clear paths of action and guidance to the functional specification.
02/ Flow Mapping
Armed with as much information as possible, I created detailed flow maps to outline each user journey—from a holiday guest checking in and accessing amenities, to park members unlocking facilities. This helped ensure that every interaction felt intuitive, whether a user was booking activities or contacting customer support.
03/ Wireframes
I built a clear functional specification to lead the production of wireframes to establish the core structure of the app. I focused on creating a clean and straightforward layout that prioritised usability with flutters of joy. Wireframes depicted the entire journey and experience of the app to make sure all bases were covered.
04/ Concept Designs
For the concept stage, I explored different visual styles that would convey Shorefield’s values of relaxation and enjoyment. The design of the app would lead all future digital products, so we took the time to explore a style that would reflect the brand’s friendly and family nature.
05/ Final Designs
The final design brought together all the elements—booking management, digital keys, and event notifications—into a single interface. The UI was tailored to cater to different user types (guests, members, and staff), ensuring that everyone had access to relevant information. Interactive elements were added to boost engagement, such as activity suggestions and live event updates.
06/ Implementation & Growth
I worked closely with develop to map a technical specification and handover the design system to be used throughout the flow. Data access was limited by the current group stack so we looked to establish a new single store for the additional information that customers were looking for. Once the app has been developed I will return to test the build both visually and functionally.
Next Steps
The next phase will focus on expanding the app’s capabilities to include guest feedback integration and more advanced analytics for Shorefield’s team. At the same time, the wider digital presence of Shorefield is' being reviewed and redesigned to align all services and products with the new UI and experience strategy.
Round Up
The My Shorefield app provides a single solution for guests and park members to access everything they need for an enjoyable experience. It simplifies bookings, offers real-time updates, and enhances overall engagement. Hospitality is my favourite industry to work in, so it’s been a pleasure to support Shorefield.