Groupe Nordik
Rethinking and designing the new website for Thermëa spa village in Whitby
Le Groupe Nordik’s core mission is to enrich people’s lives. Over the years, it has rapidly expanded, embracing promising business ventures and attracting over 600 employees across Winnipeg, Whitby, and Quebec’s Outaouais region. Known for innovation and dedication, Le Groupe Nordik opened its first spa in Chelsea, Quebec, in 2005. It is now the largest spa in North America. Each spa site is thoughtfully nestled in a woodland setting near urban centers, creating a welcoming balance of natural elements—wood, stone, water, and fire—designed to soothe and restore.
Beyond developing a sleek, conversion-focused digital experience, the team had to educate and inspire a broader audience unfamiliar with the concept of a full-scale spa village—particularly outside Quebec. The website needed to introduce the thermal spa experience, guiding visitors as they discover this unique relaxation journey.
Online bookings were the cornerstone of the project. We had to rethink the booking process, ensuring it was as simple as possible while allowing the company to manage it efficiently. In short, a well-thought-out flow from start to finish! With just a few clicks, customers needed to be able to make a reservation and be quickly taken care of by Groupe Nordik. The booking process also had to enable the easy creation of promotional campaigns.
OUR OBJECTIVES
01
Guidance on site architecture, content structure, and UX/UI design
02
Creation of new visuals for the main website (thermea.com) and the Whitby location (thermea.com/whitby)
03
Development and integration of online booking interfaces into the new designs.
OUR SOLUTIONS
We envisioned and designed a fresh digital platform to capture the spirit of this new brand identity. Our scope included designing the “parent” site (thermea.com), the Whitby location site (thermea.com/whitby), and refreshing the online reservation interface.
The Axial team and Le Groupe Nordik developed site architectures by working in close collaboration, mapping out content structures, and meticulously planning the user experience and interface. Each webpage was crafted to ensure a seamless online journey that not only drives conversions but also educates guests about the thermal spa concept, particularly in regions where it’s still relatively new.
“Thermea is a strong, established brand, and it was truly a privilege to extend its identity to the digital realm. We spent a great deal of time perfecting each interface—focusing on clarity, efficiency, and helping guests understand the Spa-Village concept.”
Simon, UI/UX designer at Axial
“We’re delighted with this natural partnership. The Axial team quickly grasped the brand’s DNA, its values, and its origins.”
Alexandre, e-commerce Manager at Groupe Nordik
“This was a thrilling project. We regularly revisited our assumptions, pushing each other to refine and improve. We really felt like one team, and that’s why we’re so proud of the end result.”
Émilie, Strategist at Axial
KEY TAKEAWAYS
01.
Never underestimate how crucial it is to understand your market and brand. Investing the time to define your persona and target audience is key to launching a successful product.
02.
Collaboration with Le Groupe Nordik’s team was a cornerstone of our success. By combining our collective knowledge, we delivered the best possible experience for the end user.
Extent of work
Business and digital strategy
- Business strategy
- Web strategic planning
- User research
- UX/UI design
- Workshops and training
Development
- Technology analysis and selection
- E-commerce website development
Optimization and marketing
- Conversion rate optimization
- A/B tests
- Email marketing
Project management
- Project planning and management
