Mt. Baw Baw
Mt. Baw Baw, a popular tourist destination, wanted to enhance their online presence + improve customer engagement.
Driving bookings + year-round engagement through a website that puts the customer experience first.
The client
Mt. Baw Baw Alpine Resort is Victoria's closest alpine destination, located 120km east of Melbourne. The resort offers skiing, snowboarding, tobogganing, and snowplay in winter, plus a full calendar of activities year-round. It serves families, adventure seekers, and day-trippers looking for a mountain escape without the long drive.
The problem
Mt. Baw Baw had a clear goal: turn online visitors into resort guests. Their existing website was getting in the way. A poor mobile experience, a clunky booking process, and a site structure that made information hard to find meant potential visitors were dropping off before they ever made a booking. For a resort competing for discretionary spend, every lost visitor is a lost conversion.
They arrived with a clear picture of what they needed, which meant the project could move quickly. But there was a gap in their thinking that discovery would surface.
The approach
We ran a focused discovery phase, primarily to align on requirements and identify anything missing from the client's own mapping. That process uncovered something significant: the original scope made no provision for summer. Mt. Baw Baw is an all-year destination, but the planned website would have presented it as a winter-only resort. We reshaped the brief to include a seasonal version of the site that could promote summer activities in their own right. That change proved to be one of the most valuable outcomes of the whole engagement.
The solution
From there, we designed and built a website around one clear purpose: removing obstacles between a visitor and a booking. The solution included a fully mobile-friendly design, an improved booking system with a streamlined UX, better site-wide navigation and search, and a weather warning system to keep visitors informed of closures, chain requirements, and conditions in real time. Conversion guided the decisions throughout.
The results
The impact was felt across the business:
88% increase in customer satisfaction
with the website, measured through formal surveys
+12% increase in accommodation bookings
estimated, based on internal tracking
Increased interest + engagement with summer activities
a direct result of the seasonal site capability uncovered during discovery
A website that matched the quality of the resort experience
mobile-friendly, easy to navigate, and designed to move people from interest to action
For a resort where bookings are the business, a website that actively drives conversions is the whole job.