The only national park dedicated to the performing arts located in the D.C. Metro area, Wolf Trap wanted to redefine the educational experience and simplify the CMS for their internal team.
We looked at the analytics of the education landing page to get a better sense of what audience types were visiting and what they were interested in. We discovered:
We conducted a competitive analysis, examining the approaches of various performing arts centers and art education websites. We analyzed what types of content were featured and prioritized, and how they linked to various parts of the site. This analysis became the foundation for our reimagined education experience.
We simplified the navigation by shortening the navigation titles and keeping links that spoke to their audience types. We knew users were scrolling down the page so content hierarchy would help direct users to relevant pages. A future roadmap to the ideal navigation was laid out as well. We prominently featured the Resource Library as the first navigation item as this was a new section and one that educators and parents could utilize.
We created wireframes for all the pages in the updated navigation and the sign-up page. We wanted flexible reusable modules that would work across the website for future pages. We also presented our content strategy that would highlight the information that users were looking for while highlighting Wolf Trap’s education mission.
Bringing in the updated color scheme instantly brought the site alive. We used the brighter bolder colors to highlight content and links that we wanted users to notice first. It also spoke to the fun and playful content that lived on the site.
