Prototype was appointed to redesign the website for The Address – The Montgomerie Dubai, a luxury brand experience that combines golf with hospitality, managed by Troon Golf.
The existing website no longer reflected the brand or the transitions the brand had seen over recent years, and had dated in terms of technical and design standards.
The ChallengeThe client required a modern design in line with the brand guidelines, that would enable users to navigate the site easily, find the right information on the luxury hotel, the golf course, and use the site for online bookings.
The design had to be in line with that of the main The Address website, yet communicate The Montgomerie's own style and flair.
A re-engineer of the site structure, content and design was required, and we undertook a complete overhaul of the website structure.
The DesignWe designed the website with the guest experience in mind, to allow visitors direct access to a variety of content and functionality such as tee time booking, upcoming events, hotel information and news.
We designed icons and navigational elements in sync with elements of the logo as well as the brand colors in order to create a consistent look and feel, and implemented a prominent sliding panel of impressive vistas of the hotel and golf course.
Site visitors can effortlessly navigate through information on the hotel and its amenities, the golf course and academy, club events and news.
We designed the course layout in great detail, enabling to read descriptions and view images for each of the 18 holes, take a virtual tour or view a scorecard.
We restructured the site completely, reworking the site architecture and content structure.
The design process started with detailed wireframing and analysis of the existing content and the wireframes went through several revisions and optimization before we started the graphic design.
The concept for the site was developed, followed by style guides for all UI elements as well as detailed states for hover, menus, and search behavior.
We designed the core inner pages then continued to roll out the same design structure across all pages of the website.
The process included the creation of a content map and reworking the existing content.
This was translated into a content plan and wireframes which got approved by the client before starting the design and detail design phase of the project.
To help the implementation team we designed states and UX elements in detail, showing how each element would react to user interaction.
A modern website that accurately and stylishly reflects “golf's only luxury brand”, with clear navigational structure and clean, brand-aligned design.