Project Date: Sep 2022
Website: www.delawarebayshorebyway.org
Project Overview
The Delaware Department of Transportation (DelDOT) needed a new website built to highlight a coastal route in Delaware that had recently achieved recognition as one of “America’s Byways.”
The site needed to be easy to navigate and had to entice visitors to spend time driving a rural road as a pastime – not just to get from one place to another. Goals included:
- Researching who might want to enjoy the byway and what their likely needs would be
- Creating a set of user journeys that would quickly get them to the information they needed
- Drawing users from one activity or destination to others along the Byway to generate traffic to points of interest
Key Project Elements
User Persona Research
Used a persona-based approach to identify the characteristics of likely visitors based on both the supply side (what could the Byway provide) and the demand side (what would visitors like to see.)
User Journeys
Devised intuitive journeys to get each of the identified user personas to their objectives as quickly as possible using advanced wireframing and customer feedback.
Brand Discovery
Worked with a group of stakeholders from several different agencies to understand the correct tone and look to appeal to the prospective audience.
Website Design and Programming
Completely designed the website look and feel through several rounds of wireframes, color review and design comps. Site was built in WordPress with the Elementor page builder to ensure easy updates for the client.
Copywriting and SEO
Devised a tone to use throughout the site to most appeal to the target audience and compiled and wrote all content for 200+ pages to ensure a rich and satisfying journey for all users.
Graphic Design
Created custom graphics including a topographic map of the area that was used to highlight the journeys in an engaging and beautiful way.
Key Results
