Challenge

Identified Issues:

• Six redundant search methods on the homepage created confusion.

• Key content, such as news and upcoming events, was available only on the homepage or footer, risking discovery issues.

• The website's design was overly "noisy," diluting emphasis on important elements.

• Inconsistent desktop and mobile experiences restricted usability.

• Research Insights:

  • A content inventory revealed a disorganized structure with 164 unique cards.

  • User testing highlighted difficulties in finding essential content and navigating between pages.

  • Inadequate grouping of information added cognitive load to users.

Solution

Design Process:

1. Card Sorting:

   • Conducted an open card sort with 10 participants using ConceptCodify.

   • Standardized content into nine primary categories: About Idaho, Things to Do, Places to Visit, Accommodations, Getting Around, Recreational Activities, Events, Visit Us, and more.

2. Sitemap Creation:

   • Built a streamlined sitemap informed by card sort data.

   • Created hierarchical navigation tiers, ensuring clarity and ease of use.

3. Wireframes:

   • Developed low-fidelity wireframes to visualize the new layout.

   • Included consistent top navigation, improved content blocks, and a footer for easy access to essential links.

4. Mood Boards and Style Tiles:

   • Established a visual direction focusing on Idaho's natural beauty and outdoor activities.

   • Adopted a flat design with natural colors, rustic visuals, and clean typography.

• Key Features of the Redesign:

  • Consolidated navigation with four primary categories: About Idaho, Things to Do, Places to Visit, and Visit Us.

  • Unified desktop and mobile designs using responsive layouts and modular "card-based" elements.

  • Simplified visual hierarchy to reduce noise and improve focus on key content.

  • Integrated interactive elements, such as a regional map for exploring Idaho.

Results

Usability Improvements:

• Reduced redundancy in navigation, making information easier to find.

• Created consistent navigation elements across desktop and mobile platforms.

• Simplified page layouts, ensuring users can quickly locate essential content.

• Impact Metrics:

  • Increased engagement during testing with faster task completion rates.

  • Improved feedback from usability tests on clarity and ease of use.

• Business Outcomes:

  • Enhanced user satisfaction is expected to boost tourism inquiries and activity participation.

Conclusions

Reflections:

• Successfully addressed core usability challenges by redesigning the website's information architecture.

• Created a responsive and user-friendly design emphasizing clarity and accessibility.

• Learnings:

  • The importance of iterative design processes and user feedback in shaping effective solutions.

  • Collaboration across team members led to a richer understanding of user needs and design execution.