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.