Wisconsin Dells

Redesign Website Experience

 

CHALLENGE

The overall task flow was complicated with issues from the primary navigation. Each utility navigation was geared towards a different demographic and would change as users go from page to page. It was confusing to users when they navigated to different sections that their whole navigation would change. 

The goal was to restructure the website IA and create a better experience, making it easier for users to come to the Dells.

SOLUTION

We redefined a thorough information architecture and high level task flow analysis. Through the competitor analysis and business goal definition, we were able to leverage to visitors a better "Things to do" experience, making it easier for them to plan a trip to Wisconsin Dells. Unfortunately, our clients didn't have the budget or the timeframe to test the completed site for overall effectiveness and make iterations based on the data to confirm our assumptions.

 

MY ROLES

+ User Researcher

+ IA

+ Visual Designer

DELIVERABLES

+ IA and Task Flows

+ Lo- fi Wire Framing

+ Persona Creations

+ UI Elements

+ Visual mock ups

+ SEO Opportunities

 
 
 
 

DISCOVERY

Lo-Fidelity sketches

The overall task flow was complicated with issues from the primary navigation. There is a different navigation for each demographic, which was confusing to users when they alternate from "Visitors" to "Group Travel".

Other issues found throughout the site included a lack of breadcrumbs for users to follow their path and ended up on orphan pages. The client also wanted this opportunity to up-sell the "Things to Do" page for restaurants and water parks to create a better experience for visitors.

Because the super navigation was targeted towards different demographics, that helped in creating proto-personas in an agile way. My first step was identifying the orphan pages and re-evaluating how to organize the top navigations, so it's consistent for users. The IA & task flows were then validated with the proto-personas through guerrilla testing and a quick lo-fi prototype was drawn by hand.

katherinekrichards_wisdells1
katherinekrichards_wisdells2
 

IDEATE

Web UI

Once it was validated internally and tested for task flow flaws, a brief concept session and visual storyboards were created. I leveraged opportunities for SEO by adding additional keywords on hovers of images and H tags with descriptions for all the pages. From there, it was outsourced to code.

From the old site, it would take over 6-8 clicks to achieve the task of finding information about a water park. But with the new IA and navigation, we have shortened the task flow, allowing users to find what they need right away. Unfortunately, our clients didn't have the budget or the timeframe to test the completed site for overall effectiveness and make iterations based on the data to confirm our assumptions.

I started the design of the site by first building components that are used in several locations within the website. Once the clients got an idea of how certain components would function and how the navigational pieces worked, we continued to visual mocks. 

 
katherinekrichards_wisdellsUI
 

Visual Design

 
wisdells1.jpg