The Case
Created in 1911 by voters, the Port of Seattle is a unique municipal authority operating in an international, market-driven environment. PBDH had the opportunity to help them explore their brand image and improve the usability of their existing Web site. Equipped with a research-informed creative brief, we focused on positioning the Port as an engine of vital economic activity in the Northwest.
An examination of the Port's Web site revealed a site structure reflective of the Port's internal structure. It was organized around what the Port wanted to tell people versus what people wanted to know. Extensive user testing helped us to find out how people were using the site and what kind of information they were looking for. We then built a series of user personas—demographic and psychographic profiles—to address navigational structure from the perspective of the user.
We applied our unique Experience Design process to the Port's Web site, combining form, fit and function into one satisfying user experience.
Need Proof?
- 46%
- increase in Web site visitors since the redesign.
- 86%
- increase in user-satisfaction scores
- 16%
- increase in unique visitors and numbers continue to climb.