AOR recommended a progressive phased approach to the website redesign. At every step in the process AOR collaborated with the VISIT DENVER team and the many key stakeholders to balance the needs of each group and ensure strategic goals were being met. Working on a Destination Marketing Organization (DMO) website presents some unique dynamics that our progressive approach allowed us to streamline and navigate with strategic direction. With many different audiences at different points of the planning process, site structure and sound content strategy were increasingly important.
Since the site launch on November 7, 2016 we’ve seen a dramatic increase in user interaction on the site with an 8.7% increase in pages per session, a 13% increase in session duration and 3% decrease in bounce rate.
Our team started by performing and analyzing initial research followed by a comprehensive Discovery Session with key stakeholders. The Discovery Session allowed the AOR team to get up to speed on past pain points of the website, goals of the new site, target audience demographic and psychographic information, SEO and Google Analytics baseline metrics, as well as other elements which would inform all decisions moving forward in the process.
After the Discovery Session was complete AOR worked on updating the site map and page structure to ensure intuitive information architecture and user flow for each of the three main audience groups. Once the sitemap was approved we began developing low fidelity wireframes to outline the hierarchy of key pages and work through functionality requirements and limitations throughout the website.
Our design process started with “style tiles”–a visual representation of the various design elements that would be used throughout the site. Leveraging the VISIT DENVER brand, three different style tiles were presented. Once approved, we used the style tile, sitemap and wireframes as our guide, applying the selected design direction to each page throughout the site. By balancing VISIT DENVER’s many beautiful photos with white space and pops of color, VISITDENVER.com inspires locals and tourists alike.