Strategies like card sorting, data analytics, and client feedback helped our digital team identify the site pain points. Navigation, calendar, and the user scroll time weigh in on our redesign. The team discovered that the site could benefit from persona-driven tools. The issue then shifted to where and how we can implement these discoveries. I created wireframes that reflected these challenges that showcase different scenarios on how the user would be identified and personalized. Client feedback narrowed down to 3 wireframes. As a result, the final design was a melting pot of all three wireframes that included the main modules from each layout.
The personas account for family travel, a girlfriend getaway travel, meetings travel, sports travel, and day-tripper travel.
The new website reflects new colors, buttons, and updated layouts. A calendar module that populates filtered events by upcoming, featured, and all. Not to mention, a new interactive banner that resolves the persona challenges. The interactive banner connects with the Visit Plano CRM system. The banner functions when the user visits the specialty tagged pages. Conditions are set to the corresponding tag and mark the users. The new site will be up in October 2020.