VISIT DENVER is a trade association that markets Denver as a convention and leisure destination. AOR worked collaboratively with the VISIT DENVER team to redesign their website with the end goal of inspiring more visitors to come to Denver. 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. With many different audiences at different points of the planning process, site structure and sound content strategy were increasingly important.
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 sitemap and page structure to ensure intuitive information architecture and user flow. We then began developing low fidelity wireframes to outline the hierarchy of key pages and to work through functionality requirements and limitations throughout the website.
Our website 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.
Since the site launch on November 7, 2016 we’ve seen a dramatic increase in user interaction on the site.
Increase in pages per session
increase in session duration
Decrease in bounce rate