Crafting a five-star website experience
Founded in Raleigh, NC, in 2019, KingsLane Group (KLG) started with a single hotel in Germantown, TN. Since then, the company has rapidly expanded to oversee a diverse portfolio of ten hotels across the nation, with a combined asset value of over $130 million. This swift growth, accomplished in less than four years, reflects KLG’s innovative approach and steadfast dedication to delivering exceptional hospitality.
My Roles
Product Desginer
UX writer
Timeline
2 - 3 weeks
Location
Remote
KLG’s hotels were wowing guests in real life, but their online presence was a blank slate. In a world where your first impression often happens online, this was a major gap. KLG needed a website that would do more than just exist—it had to stand out. The challenge was to craft a digital experience that mirrored how successful KLG was, showcasing their diverse hotel portfolio, and setting the stage for growth for the coming years. This wasn’t just about a good-looking website; the site had to be functional, serving as the digital hub for KLG’s strategy.
We didn’t just build a website; we embarked on a creative journey with KingsLane Group. Our first stop? Immersing ourselves in their brand story. We needed to understand their rapid growth and their ambitions to ensure the website we created was as dynamic and forward-thinking as the company itself.
We brainstormed, designed, and refined. Each UI design concept captured a different aspect of KingsLane's identity, from sleek, modern aesthetics to warm, inviting vibes. With KLG’s feedback guiding us, we honed in on a design that struck the perfect balance between sophistication and user-friendly navigation. Every click, every scroll was thoughtfully planned to offer an immersive experience, highlighting KLG’s hotels in all their glory.
the
solution
The MCS solution was to craft a digital masterpiece that blends elegance with functionality. We made sure visitors got a glimpse into the unique experiences awaiting them at KLG. Built on a responsive platform, the website was constructed in a way that it performed seamlessly across all devices, ensuring that the KLG experience is just as captivating on a smartphone as it is on a desktop.
But we didn’t stop at aesthetics. We ensured the site was intuitive, guiding visitors smoothly from browsing to booking. This seamless experience not only captivates potential guests but also leaves a lasting impression on investors, showcasing KLG’s polished and professional online presence.
the
outcome
For MCS, the success of KLG’s new website has been one for the books. The attractive design and smooth functionality have drawn in more visitors, translating into a 35% increase in online traffic within the first three months. The average session duration increased by 25%, indicating a more engaging user experience.
Investors took notice too, impressed by the site’s professional look and how well it represents KLG’s growth and position in the market. The site’s performance metrics and SEO optimization also led to a 20% improvement in search engine rankings, making KLG more discoverable to potential investors .
In just a few weeks, the website became a cornerstone of KLG’s marketing and investment strategy, reinforcing their status as a leading player in the hospitality industry. With a digital presence that was as robust as their hotel portfolio, KingsLane Group is now poised for even greater heights.
