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All workOngoing

Lazy Bear Lodge, in four panels.

Lazy Bear Lodge is a lodge in Churchill, Manitoba, that runs polar bear, beluga whale and northern lights expeditions. It's an ongoing engagement: we designed and built the website, delivered a booking portal and set up a CRM, and we work on the processes and operations behind them.

Lazy Bear Lodge logo
  • Website design and setup
  • CRM
  • Booking portal
  • Process improvements
  • Operational strategy
Open the live site lazybearlodge.com
  1. 1 · January 2024
    The Lazy Bear Expeditions homepage as it was in January 2024. A round green logo badge reading 'Lazy Bear Expeditions, Up North and Personal' sits over a carousel photograph of a polar bear standing in tall pink fireweed, beside a phone number, a 'Book NOW!' button and a menu of Expeditions, Lazy Bear Lodge, Visiting Churchill, News and Talk To Us. A carved wooden sign across the photograph reads 'All-Inclusive Matonabee, Journey to Fireweed Island, Windows to Sea Adventure' over five carousel dots. Below it, brown type reads 'Your life changing adventure starts here!' over a teal banner advertising new gift shop items.

    the first screen, before

  2. 2 · Today
    The Lazy Bear Expeditions homepage today. A pale strip across the top reads 'Experience a northern lights solar science adventure like nowhere else on earth!', over a transparent navigation bar carrying the wordmark, Expeditions, The Lodge, Visiting Churchill, Blog and an 'Inquire Now' button. A photograph of a boatload of people in red parkas on flat grey water fills the screen behind the headline 'Dive into the Arctic's Wonders', the line 'Discover Majestic Polar Bears, Beluga Whales, and Northern Lights.', two buttons, a 4.5 Tripadvisor rating and an 'As Featured In' row of five press logos.

    website design and setup

  3. 3 · February 2023
    The Talk To Us page in February 2023, at its enquiry form. The heading "I'd like to know more about your Expeditions" sits over the question 'What time of the year would you like to come to the Polar Bear capital of the world?' with checkboxes for Summer (July/August - Polar Bears, Belugas & Northern Lights), Fall (September - Polar Bears & Northern Lights) and Winter (October/November - Polar Bears & Northern Lights), then 'Are you interested in any of these Add Ons?' with Beluga AquaGliding and Kayaking, and fields for First Name, Last Name, Telephone, Email, a Country dropdown reading 'Select your Country', and Comments.

    getting in touch, before

  4. 4 · Today
    The Lazy Bear Expeditions inquire page at its form. A photograph of passengers in parkas riding a white tundra vehicle, with a polar bear standing up beside it, sits at the left of the heading 'Inquire Now', the line 'Join us for the journey of a lifetime! Fill out the form to get in touch with one of our experts and start planning your dream adventure today!', and fields for First name, Last name, Email and Phone number over a Country dropdown, then 'Which adventures are you interested in?' with options beginning Ultimate Northern Lights Photo Adventure and Ultimate Northern Lights Solar Science Adventure.Ongoing

    the enquiry, today

What we built, piece by piece.

An ongoing consulting client. The website design and setup, the CRM and the booking portal, plus the process work, system setups and operational strategy underneath them.

The live site, pinned, with what we delivered landing beside it

  1. Website design and setup

    We designed and built the site.

  2. Booking portal

    We delivered a booking portal alongside the site.

  3. CRM

    We set up a CRM.

  4. Process improvements and operational strategy

    We work on the process improvements and the operational strategy.

Then, and now.

Drag the line on each. The earlier capture is on the left and the site today is on the right.

The expeditions

The Lazy Bear Expeditions tours page in February 2023. The foot of a carousel photograph shows a polar bear and a cub in tall pink fireweed beside a black 'Canadian Signature Experience' badge and seven carousel dots. Below runs a row of seven coloured tabs naming Ultimate Bears & Belugas Summer Adventure, Ultimate Polar Bear Adventure, Bears & Aurora Arctic Adventure, Beluga Whale Dream Tour, Fireweed Island, Kayaking and Beluga Aquagliding, then the heading 'Churchill Polar Bear Expeditions' over three photo cards, the middle one headed Fall Expeditions above a slate panel reading 'From $5,400 CAD including airfare'.
The Lazy Bear Expeditions tours page at its list of trips. Under the heading 'List of All Expeditions:', a card sets a photograph of a polar bear lying on grey rock under a pink and violet dusk sky beside the title 'Ultimate Bears and Belugas Summer Adventure' and four rows reading Season: July - August, Duration: 6 Nights, From: $7,180 USD / $9,890 CAD, and Sights: Beluga Whale, Polar Bears, Northern Lights, over a 'Learn More' button. The next card, headed 'Ultimate Polar Bear Adventure', starts below on a pale pink panel.
BeforeAfter
BeforeThe Lazy Bear Expeditions tours page in February 2023. The foot of a carousel photograph shows a polar bear and a cub in tall pink fireweed beside a black 'Canadian Signature Experience' badge and seven carousel dots. Below runs a row of seven coloured tabs naming Ultimate Bears & Belugas Summer Adventure, Ultimate Polar Bear Adventure, Bears & Aurora Arctic Adventure, Beluga Whale Dream Tour, Fireweed Island, Kayaking and Beluga Aquagliding, then the heading 'Churchill Polar Bear Expeditions' over three photo cards, the middle one headed Fall Expeditions above a slate panel reading 'From $5,400 CAD including airfare'.
AfterThe Lazy Bear Expeditions tours page at its list of trips. Under the heading 'List of All Expeditions:', a card sets a photograph of a polar bear lying on grey rock under a pink and violet dusk sky beside the title 'Ultimate Bears and Belugas Summer Adventure' and four rows reading Season: July - August, Duration: 6 Nights, From: $7,180 USD / $9,890 CAD, and Sights: Beluga Whale, Polar Bears, Northern Lights, over a 'Learn More' button. The next card, headed 'Ultimate Polar Bear Adventure', starts below on a pale pink panel.
The list of trips. February 2023 on the left, today on the right.

The homepage

The Lazy Bear Expeditions homepage as it was in January 2024. A round green logo badge reading 'Lazy Bear Expeditions, Up North and Personal' sits over a carousel photograph of a polar bear standing in tall pink fireweed, beside a phone number, a 'Book NOW!' button and a menu of Expeditions, Lazy Bear Lodge, Visiting Churchill, News and Talk To Us. A carved wooden sign across the photograph reads 'All-Inclusive Matonabee, Journey to Fireweed Island, Windows to Sea Adventure' over five carousel dots. Below it, brown type reads 'Your life changing adventure starts here!' over a teal banner advertising new gift shop items.
The Lazy Bear Expeditions homepage today. A pale strip across the top reads 'Experience a northern lights solar science adventure like nowhere else on earth!', over a transparent navigation bar carrying the wordmark, Expeditions, The Lodge, Visiting Churchill, Blog and an 'Inquire Now' button. A photograph of a boatload of people in red parkas on flat grey water fills the screen behind the headline 'Dive into the Arctic's Wonders', the line 'Discover Majestic Polar Bears, Beluga Whales, and Northern Lights.', two buttons, a 4.5 Tripadvisor rating and an 'As Featured In' row of five press logos.
BeforeAfter
BeforeThe Lazy Bear Expeditions homepage as it was in January 2024. A round green logo badge reading 'Lazy Bear Expeditions, Up North and Personal' sits over a carousel photograph of a polar bear standing in tall pink fireweed, beside a phone number, a 'Book NOW!' button and a menu of Expeditions, Lazy Bear Lodge, Visiting Churchill, News and Talk To Us. A carved wooden sign across the photograph reads 'All-Inclusive Matonabee, Journey to Fireweed Island, Windows to Sea Adventure' over five carousel dots. Below it, brown type reads 'Your life changing adventure starts here!' over a teal banner advertising new gift shop items.
AfterThe Lazy Bear Expeditions homepage today. A pale strip across the top reads 'Experience a northern lights solar science adventure like nowhere else on earth!', over a transparent navigation bar carrying the wordmark, Expeditions, The Lodge, Visiting Churchill, Blog and an 'Inquire Now' button. A photograph of a boatload of people in red parkas on flat grey water fills the screen behind the headline 'Dive into the Arctic's Wonders', the line 'Discover Majestic Polar Bears, Beluga Whales, and Northern Lights.', two buttons, a 4.5 Tripadvisor rating and an 'As Featured In' row of five press logos.
The first screen. January 2024 on the left, the site today on the right.

One expedition, in detail

The Ultimate Polar Bear Adventure page in January 2024. Two photographs run across the top, a polar bear lying in snow and two bears rearing up face to face, over the heading 'Ultimate Polar Bear Adventure (UPB)' and a paragraph about the Arctic Crawler, the Churchill Wildlife Management Area, a dog mushing experience and the wood-fire heated log lodge. At the right sit a gold 'Download Adventure Details' button, lines reading Season: October - November, Location: Churchill, Manitoba, Canada and Duration: 5 Nights, and a gold panel headed 'Is this adventure for me?' giving a physical rating of Easy.
The Ultimate Polar Bear Adventure page at its trip details. A white pill of page tabs reading Overview, Itinerary, Trip Details, Gallery, Dates & Prices, Things you need and Book Now sits across the top with Trip Details in black. Below, a photograph shows a polar bear standing up at the back of a white Lazy Bear Expeditions tundra vehicle carrying passengers in parkas, over a paragraph about the custom-built Arctic Crawler vehicles and the Polar Bear gathering spot on the Hudson Bay. At the right, a photograph of a wrecked aircraft under a green and violet aurora sits above a paragraph about the Churchill Heritage Tour, Cape Merry and the plane crash site.
BeforeAfter
BeforeThe Ultimate Polar Bear Adventure page in January 2024. Two photographs run across the top, a polar bear lying in snow and two bears rearing up face to face, over the heading 'Ultimate Polar Bear Adventure (UPB)' and a paragraph about the Arctic Crawler, the Churchill Wildlife Management Area, a dog mushing experience and the wood-fire heated log lodge. At the right sit a gold 'Download Adventure Details' button, lines reading Season: October - November, Location: Churchill, Manitoba, Canada and Duration: 5 Nights, and a gold panel headed 'Is this adventure for me?' giving a physical rating of Easy.
AfterThe Ultimate Polar Bear Adventure page at its trip details. A white pill of page tabs reading Overview, Itinerary, Trip Details, Gallery, Dates & Prices, Things you need and Book Now sits across the top with Trip Details in black. Below, a photograph shows a polar bear standing up at the back of a white Lazy Bear Expeditions tundra vehicle carrying passengers in parkas, over a paragraph about the custom-built Arctic Crawler vehicles and the Polar Bear gathering spot on the Hudson Bay. At the right, a photograph of a wrecked aircraft under a green and violet aurora sits above a paragraph about the Churchill Heritage Tour, Cape Merry and the plane crash site.
What a single trip covers. January 2024 on the left, today on the right.

Day by day

The Sample Itinerary page for the Ultimate Polar Bear Adventure in February 2023. Under the feet of two banner photographs, one of a camera on a mesh vehicle deck beside an orange Lazy Bear Expeditions logo and one of people in parkas under a night sky, the heading 'Sample Itinerary' sits over the italic line 'Schedules for each adventure vary. Schedule subject to change.' and a run of days: Day 1, 'Upon arrival, make your own way to the Winnipeg hotel. Free day to explore Winnipeg', then Day 2 with check-out, a group transfer, a flight from Winnipeg to Churchill and check-in to Lazy Bear Lodge. At the right sit a gold 'Download Adventure Details' button, lines reading Season: October - November, Location: Churchill, Manitoba, Canada and Duration: 5 Nights, and a gold panel headed 'Is this adventure for me?' giving a physical rating of Easy.
The Ultimate Polar Bear Adventure page at its itinerary. A white pill of page tabs reading Overview, Itinerary, Trip Details, Gallery, Dates & Prices, Things you need and Book Now sits across the top with Itinerary in black, over a grey bar carrying the trip's season, duration and location. Under the heading 'Adventure Plans & Activities', a carousel photograph of two polar bears play-fighting in snow sits beside a list of days: Day 1, Winnipeg, 'Upon arrival, make your own way to the Winnipeg hotel. Free day to explore Winnipeg', then Day 2, Winnipeg to Churchill, with lines about checking out and a group transfer, a flight from Winnipeg to Churchill, and part one of the Churchill Heritage tour.
BeforeAfter
BeforeThe Sample Itinerary page for the Ultimate Polar Bear Adventure in February 2023. Under the feet of two banner photographs, one of a camera on a mesh vehicle deck beside an orange Lazy Bear Expeditions logo and one of people in parkas under a night sky, the heading 'Sample Itinerary' sits over the italic line 'Schedules for each adventure vary. Schedule subject to change.' and a run of days: Day 1, 'Upon arrival, make your own way to the Winnipeg hotel. Free day to explore Winnipeg', then Day 2 with check-out, a group transfer, a flight from Winnipeg to Churchill and check-in to Lazy Bear Lodge. At the right sit a gold 'Download Adventure Details' button, lines reading Season: October - November, Location: Churchill, Manitoba, Canada and Duration: 5 Nights, and a gold panel headed 'Is this adventure for me?' giving a physical rating of Easy.
AfterThe Ultimate Polar Bear Adventure page at its itinerary. A white pill of page tabs reading Overview, Itinerary, Trip Details, Gallery, Dates & Prices, Things you need and Book Now sits across the top with Itinerary in black, over a grey bar carrying the trip's season, duration and location. Under the heading 'Adventure Plans & Activities', a carousel photograph of two polar bears play-fighting in snow sits beside a list of days: Day 1, Winnipeg, 'Upon arrival, make your own way to the Winnipeg hotel. Free day to explore Winnipeg', then Day 2, Winnipeg to Churchill, with lines about checking out and a group transfer, a flight from Winnipeg to Churchill, and part one of the Churchill Heritage tour.
The itinerary on a trip page. The 2023 site's Sample Itinerary page on the left, today's Itinerary tab on the right.

The photo gallery

The Ultimate Polar Bear Adventure Tour Gallery in February 2023. Under the heading 'Tour Gallery', sixteen photographs sit in a four-by-four grid on white: two polar bears rearing up face to face, a white tundra vehicle with a bear beside it, a bear's face pressed to a vehicle window, a bear rolling on ice, two people in parkas beside an inukshuk, a bear's head in close-up, a guide standing in the aisle of a tundra vehicle, passengers on a rear deck with a bear below, a bear lying in snow, a green and violet aurora over an inukshuk, a bear walking through scrub, an aurora over water, a red sunset over spruce, a bear on a vehicle roof beside a camera, a group under a Lazy Bear Lodge sign, and people watching a green aurora.
The Lazy Bear Expeditions photo gallery. Under the foot of a photograph of dark tundra scrub and a white downward arrow, six photographs sit in a grid on a pale mint ground: a polar bear in pink fireweed under a blue sky, a beluga whale surfacing in green water, a green aurora over spruce trees, a bearded seal lying on ice, a snowy owl on a rock, and a polar bear rolling on its back in snow.
BeforeAfter
BeforeThe Ultimate Polar Bear Adventure Tour Gallery in February 2023. Under the heading 'Tour Gallery', sixteen photographs sit in a four-by-four grid on white: two polar bears rearing up face to face, a white tundra vehicle with a bear beside it, a bear's face pressed to a vehicle window, a bear rolling on ice, two people in parkas beside an inukshuk, a bear's head in close-up, a guide standing in the aisle of a tundra vehicle, passengers on a rear deck with a bear below, a bear lying in snow, a green and violet aurora over an inukshuk, a bear walking through scrub, an aurora over water, a red sunset over spruce, a bear on a vehicle roof beside a camera, a group under a Lazy Bear Lodge sign, and people watching a green aurora.
AfterThe Lazy Bear Expeditions photo gallery. Under the foot of a photograph of dark tundra scrub and a white downward arrow, six photographs sit in a grid on a pale mint ground: a polar bear in pink fireweed under a blue sky, a beluga whale surfacing in green water, a green aurora over spruce trees, a bearded seal lying on ice, a snowy owl on a rock, and a polar bear rolling on its back in snow.
Where the photography lives. The 2023 site's per-trip Tour Gallery on the left, today's site-wide gallery on the right.

Getting in touch

The Talk To Us page in February 2023, at its enquiry form. The heading "I'd like to know more about your Expeditions" sits over the question 'What time of the year would you like to come to the Polar Bear capital of the world?' with checkboxes for Summer (July/August - Polar Bears, Belugas & Northern Lights), Fall (September - Polar Bears & Northern Lights) and Winter (October/November - Polar Bears & Northern Lights), then 'Are you interested in any of these Add Ons?' with Beluga AquaGliding and Kayaking, and fields for First Name, Last Name, Telephone, Email, a Country dropdown reading 'Select your Country', and Comments.
The Lazy Bear Expeditions inquire page at its form. A photograph of passengers in parkas riding a white tundra vehicle, with a polar bear standing up beside it, sits at the left of the heading 'Inquire Now', the line 'Join us for the journey of a lifetime! Fill out the form to get in touch with one of our experts and start planning your dream adventure today!', and fields for First name, Last name, Email and Phone number over a Country dropdown, then 'Which adventures are you interested in?' with options beginning Ultimate Northern Lights Photo Adventure and Ultimate Northern Lights Solar Science Adventure.
BeforeAfter
BeforeThe Talk To Us page in February 2023, at its enquiry form. The heading "I'd like to know more about your Expeditions" sits over the question 'What time of the year would you like to come to the Polar Bear capital of the world?' with checkboxes for Summer (July/August - Polar Bears, Belugas & Northern Lights), Fall (September - Polar Bears & Northern Lights) and Winter (October/November - Polar Bears & Northern Lights), then 'Are you interested in any of these Add Ons?' with Beluga AquaGliding and Kayaking, and fields for First Name, Last Name, Telephone, Email, a Country dropdown reading 'Select your Country', and Comments.
AfterThe Lazy Bear Expeditions inquire page at its form. A photograph of passengers in parkas riding a white tundra vehicle, with a polar bear standing up beside it, sits at the left of the heading 'Inquire Now', the line 'Join us for the journey of a lifetime! Fill out the form to get in touch with one of our experts and start planning your dream adventure today!', and fields for First name, Last name, Email and Phone number over a Country dropdown, then 'Which adventures are you interested in?' with options beginning Ultimate Northern Lights Photo Adventure and Ultimate Northern Lights Solar Science Adventure.
The enquiry form. The 2023 site's Talk To Us page on the left, today's Inquire page on the right.

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Next step

Behind the work, a page for each half.

  • Process and people

    AI transformation

    We find where the work goes, change the process that decides it, and leave your team running systems they understand.

    From this case

    • Process improvements and operational strategy

  • Build

    AI engineering

    We build whatever the new process needs: the site people arrive on, the apps and portals behind it, the tools your team opens every morning, and the agents and models underneath.

    From this case

    • Website design and setup
    • Booking portal
    • CRM
  • Next caseBuildFromIdeas

Work order · from this page

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