INTERVAL INTERNATIONAL CORPORATE
WEBSITE
Picture a 45-year-old corporate brand with a website that’s seen better days—like way better days. That was the starting point for this project, and after years of watching it stumble along without strategy or care, I knew it needed more than just a facelift. It needed purpose. Overhauling its content structure and crafting a fresh, engaging narrative meant teaming up with pretty much everyone—marketing, sales, creative, IT, legal, and even security. The result? A brand reborn, with a story that finally lived up to its legacy.
Feel free to check out the Interval International Corporate live site.
Overview
The previous website lacked content strategy and faced challenges in effectively communicating Interval's value proposition to its audience. To address this, I focused on developing a modern corporate website that would position Interval as a refreshed brand while providing a robust sales platform to engage resort developers, homeowners' associations, and management companies.
Goal
The primary objective was to enhance engagement with key partners, including resort developers, homeowners' associations, and management companies, by creating a content strategy tailored to their needs. Additionally, the site aimed to effectively inform potential B2C clients about Interval’s offerings, positioning them as valued future members. Ongoing traffic flow analytics would guide future content adjustments to better attract and serve prospective members interested in joining Interval.
Key Guiding Principles
The Previous
Corporate Site
Problem: The legacy site was like an abandoned theme park—outdated rides, no map to navigate, and no one in charge to explain what was going on. Visitors wandered in, got lost, and quickly left. My mission was clear: bring this digital ghost town into the 21st century with a fresh vision, purpose, and a roadmap people could actually follow.
Understanding The Problem
We needed to understand what the underlying problems, needs and frustrations were. As part of my process, I led the product discovery sessions with a large cross-functional team involving stakeholders, marketing, product and developers.
Product Discovery
We held a series of product discovery sessions with the corporate marketing and sales teams to align on the vision, goals and functionality of the new website. Our aim wasn’t just to define the pages needed but to craft a compelling narrative that would shape the content strategy and reinforce our brand message. By collaborating closely, we ensured the site would not only meet current needs but also serve as a flexible platform built on WordPress, making it easy for the corporate marketing team to update and use for future revenue-generating partnerships.
The business started out thinking this project was a slam dunk—until discovery sessions revealed a lot of crossed wires. Bringing in the “quiet” teams uncovered critical content concerns we hadn’t seen coming. The result? A user journey built with proper alignment, solid IA, and a data hierarchy that actually made sense.
A Shared Vision of Problems and Solutions
Competitive Analysis
As the Individual contributor in my role of Associate Director of UX, I conducted a competitive analysis of corporate websites which involves several key investigative steps to uncover patterns in information architecture (IA) and content strategies that drive visitor engagement and traffic. Here's an overview of my process:
My Process ...
1. Identify Key Competitors and Benchmarks
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I started by selecting a diverse range of competitor websites, including direct competitors in the timeshare and travel industry, and indirect competitors with high-performing corporate websites.
2. Analyze Site Structure and Navigation
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I studied competitor websites to visualize their information architecture. I then Identified common page hierarchies, pathways to key content, and organizational strategies (e.g., how they separate B2B and B2C user flows).
3. Evaluate Content Strategies
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I Examined the type, tone, and placement of content. Also I paid attention to how competitors showcase their value propositions, prioritize calls-to-action (CTAs), and present resources like case studies, FAQs, or blog articles.
4. Synthesize Findings into Patterns and Insights
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Finally I organized my observations into categories like “effective IA patterns,” “high-impact CTAs,” or “engaging B2B content.” I proceeded to prioritize findings that align with the company’s goals for traffic growth and user engagement.
Prototypes are great for previewing the functionality and behaviour of the UI. Axure RP allowed me to create a close representation of the final content and micro-interactions for all aspects of the corporate website.
Wireframes
Using Axure RP, I created wireframes with the understanding that the WordPress template would incorporate responsive features. Normally I would create views for the tablet and mobile views. To save time and achieve that desired "Speed to Market" I was asked to skip those views. Feel free to explore the prototype.
Corporate Website Final Mockup Screens
Collaboration was at the heart of this project, and my partnership with a talented UX designer was no exception. Using my detailed wireframes as the foundation, I provided guidance on layout hierarchy, user flows, and key design principles, all of which helped shape the stunning mockups you see here. The UX designer worked their magic in Figma, turning my structured blueprints into a vibrant, interactive product. Together, we turned a solid plan into an exceptional experience.
Desktop
Mobile Web
Learnings
This was a great project to be a part of and I really love that we were able to go from a creative brief basically telling us what the business wanted to a full-fledged discovery session which helped uncover so much that was being left out of the brief as well as define the desired outcomes vs just some pages on a website which was initially requested. I enjoyed working out the solution and collaborating with the different teams.
Next Steps
To get the most out of the redesign, we’ll need to keep tweaking. By tracking traffic patterns and using tools like heatmaps and session recordings, we can uncover what’s working—and what’s not. Plus, keeping the site fresh with new content like testimonials and industry updates will make sure it doesn’t go stale.
