A complete rebrand and digital transformation for a local golf cart rental business. The goal was to modernize the brand, shift from manual bookings to a streamlined online checkout experience, and increase revenue through optimized UX and integrated technology.
Product Designer
Revenue
Traffic
Bookings
PROBLEMS
The site suffered from a cluttered layout, lack of a clear user flow, and a manual booking process that created an unnecessary process for customers. The main problems I focused on:
I. Manual Bookings
The lack of an online booking process forced customers to rely on phone calls for availability, reservations & confirmation.
II. No User Flow
The site had no defined user flow, causing friction and confusion during key tasks like browsing inventory or booking reservations.
III. Visual Noise
The site had distracting bright backgrounds behind text and was not ADA compliant, making it hard to read and inaccessible for many users.
THE STARTING POINT
The original site was overloaded with visual noise, including bright images behind text, cluttered elements, and no clear direction for the user.
GOAL
My goal was to simplify the user experience by removing extra steps from the booking process, modernizing the visual design, and creating a clear, intuitive path to reservation; increasing conversions and customer satisfaction. Thing I sought to change:
I. Manual → Automated
The lack of an online booking process forced customers to rely on phone calls for availability, reservations & confirmation.
II. No Flow → Flow
The site had no defined user flow, causing friction and confusion during key tasks like browsing inventory or booking reservations.
III. Noise → Clarity
The site had distracting bright backgrounds behind text and was not ADA compliant, making it hard to read and inaccessible for many users.
DESIGN SYSTEM
The design system for Pelican Golf Cart Rentals needed to deliver a clean, modern experience rooted in coastal-inspired visuals. A soft sunset color palette, clear typography, and consistent UI elements to create an intuitive, seamless journey across devices. It should reflect the brand’s relaxed identity while prioritizing usability and efficient booking.
VISUAL OVERHAUL
I stripped away the distractions, creating space for the content to breathe and guide users effortlessly to the booking experience. I also shifted the focus on the homepage from logo-centered to product-focused; aligning better with user needs. All in a responsive design for desktop & mobile.
KEY FEATURES
Implemented a user-friendly booking system with calendar and payment features, designed responsive layouts for all devices, and created detailed golf cart pages with images, pricing, and availability.
TRAFFIC
After redesigning the experience and optimizing for SEO, the website saw a traffic surge of over 10 times its 2023 numbers shortly after launching in April 2024.
CONVERSION
Pelican Golf Cart Rentals received 2-3X their vacation months revenue than the year prior, attributed to the improved user journey and booking process.
Positive User Feedback: The client and their customers expressed satisfaction with the site's new design and ease of use, highlighting its effectiveness in meeting their needs.
CONCLUSION
The redesign of Pelican Golf Car Rentals’ website successfully achieved its objectives of enhancing user experience and driving online bookings. The modern, responsive design not only improved usability but also strengthened the brand's appeal, positioning Pelican Golf Car Rentals for continued growth in the competitive rental market.
Website curated with coffee in hand. ☕
All Rights Reserved© — Blake Brewer | 2025