allhawaii.jp
Platform Redesign
Background
New platform. No shared direction.
allhawaii.jp was live, but brand, marketing, and data teams were working from different priorities.
The platform needed one clear strategy for what to say, who to serve, and how the site should grow.
Challenge 01
Misaligned Teams
Brand, marketing, and data teams lacked a shared platform priority.
Challenge 02
Instinct Over Insight
Campaign and content decisions relied on gut feel, not CX research.
Challenge 03
Content Without Structure
Features expanded without a unified IA, journey, or CMS logic.
Research & Persona
Know the user. Build from evidence.
Visitor data and GA analysis gave the team a shared user profile for strategy and design.
Female
travelers outnumber male travelers to Hawaii
90%
visit only Oahu island
18%
are first-time visitors
25–44
age of majority visitors
76%
access via mobile devices
Sources: Visitor Statistics, GA analysis data on allhawaii.jp
Persona
Aiko Nakamura
35 · Architect · Kyoto
A mom of two planning her family’s first trip to Hawaii.
Her children want adventure.
She wants a trip that feels safe, inspiring, and easy to plan.
"I want my kids to experience Hawaii safely — and come home having learned something new."
⚑
Goal
✳Keep her kids safe
✳Create learning moments
✳Encourage outdoor play
♡
Needs
✳Family-friendly stays
✳Kid-friendly activities
✳Emergency support
✳Local culture tips
⚡
Frustrations
✳Language barriers
✳Safety concerns
✳Weather delays
✳Keeping kids entertained
Challenges
From overload to shared direction.
Three misalignments were pulling the platform in different directions.
Teams Were Not Aligned
Each team had a different idea of what the platform should do.
Hawaii Felt Too Narrow
The site focused on shopping, not culture, islands, or deeper travel motivation.
Content Had No System
Pages, features, and CMS needs were growing without a clear structure.
Stakeholder workshop · 3 sessions → strategy
