Experience Design:

I worked as the lead Information Architect to redesign the homepage of Visitflorida.com. It was the first responsive page of the website as part of an overall strategy to move into a responsive environment. Taking the findings from the user testing sessions on the previous site, we were able to identify, with data, key-areas where users struggled, and come up with a more intuitive experience. This wireframe prototype was created to validate the layout and interactions of the homepage internally and with the client. The video shows how the prototype informed the final design. Through the first week of launch the new homepage received more than 14,570 visits, the bounce rate decreased by 8%, time on the page increased by 12 seconds, and the percentage of page viewed increased.

Data / Analytics:

The new VISITFLORIDA.com Home Page re-design, now featuring responsive design, launched on July 16th 2014. Keeping the end user in mind, the new Home Page set out to showcase what Florida has to offer through a more visual, immersive experience and help inspire content engagement. Using Crazy Egg and other analytics tools, we analyzed the performance of the new layout since launch, July 16th to September 15th, comparing it to the previous layout over the same timeframe last year.

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  • Despite the move, the Search Bar continues to generate the majority of clicks, indicating users are responding positively to the new placement.

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  • The VISITFLORIDA.COM logo is getting a lot of less activity, a positive sign that users are not resorting back to the homepage because they lost interest as they browse through the site.
  • The new map functionality is getting as much attention as the previous existing sections, proving its importance.
  • Travel Guides are also getting a significant amount of clicks, increasing downloads and orders in both July and August.

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  • The new Homepage layout shows that users are more inclined to scroll further down the page.
  • The new content breakdown certainly had a positive effect since users enjoy being able to scroll through their options in categories (Things to Go, Places to Go and Florida Passions).
  • Users are seeing more content and therefore are exposed to more ads.

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  • Users are responding well when they reach the new Home Page. Overall, we saw a remarkable improvement in the Bounce Rate, now 18% lower than before.
  • Tablet users definitely were able to make the best of the new visual layout and had an even bigger drop in Bounce Rate.
  • Due to smaller screens and lower resolutions, Mobile wasn’t able to fully offer the visual experience in the same way as Desktop and Tablet, suffering from a small increase of 9%.

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  • Engagement numbers followed the success achieved over the lower Bounce Rates.
  • Pages per Visit remain high while Time on Page and Time on Site experienced an impressive increase of over 20% across both metrics.
  • Also, Homepage Visits now make up a slightly higher percentage of all Visits than before.