We took a mobile-first approach to the redesign after our site audit revealed that most of the site’s visits were from mobile devices. The mobile design was informed by the new website’s key goals: ticket sales, memberships, donations, and event registrations.
We always balance a cultural institution’s legacy with the kind of flexibility we know it will need for the future. The Botanical Gardens needed a site that communicates with visitors today and during a forthcoming period of expansion while retaining the ability to illustrate its offerings on the other side of this major endeavor.
Our work began with content strategy. We undertook deep information architecture and content organization work. We used the website to bring messaging and the values we developed during the client’s rebranding work.
We then moved to wireframing, where we became more granular with content organization, outlining page-specific content hierarchy with responsive UI elements. Developing new sections devoted to the living collection and its heavy roster of events ensures people can plan their visits accordingly. We also eased the pathway to purchasing tickets, booking events, and making donations on the site. Finally, we brought the site to life using the new logo, look, and brand guidelines created in our initial phase of work.
Leveraging the new brand we created, we built a sophisticated and extensible website that supports the Botanical Gardens today and tomorrow. The Botanical Gardens’ redesigned website uses our custom hand-drawn illustrations to add even more color and richness to the brand experience, making the website unique and special.
Our redesign of the website addresses the challenges revealed by our research. From mobile access, updated branding and messaging, and improved navigation to intuitive visual cues, reorganized information, and clear CTAs, the Botanical Garden’ new website pays homage to its historical significance while seeding its future success.
Additional Credits:
Amber Rampino – Creative Director
Hannah Lin – Lead Designer
Dan Gigante – Developer
Brian Battenfeld – Developer
Fred Nyame – Developer
Christa Glennie – Senior Copywriter
Marley McCormick – Brand Manager
Janelle Harb – Project Coordinator
Bob Henry – Director of Digital Experience
Samantha Epps – Digital Marketing Specialist
