From the outset our focus was on making BrandUSA feel modern, clean and more like a tourist website while maintaining brand integrity and trust as the premier site for the USA. We started by conducting stakeholder workshops, user interviews and focus groups to gather insights and feedback about the current, at the time, website and experience.
From research and analytics we gather data to help inform the next stages in the process. We analyzed visitor demographics, poured through the insights from the various workshops and interviews to find the common themes user and stakeholder brought up as main pain points or opportunities we saw.
All that informed the Definition stage of the project which had us go through a few different rounds of wireframes and designs before landing on the approved direction. We designed immersive destination pages, and implemented interactive features like the Partner Visualization that had floating bubbles of all the partners.
