Showcase the new Denver Zoo brand, provide a seamless and user friendly experience, and optimize ticketing checkout with Tessitura. The redesign resulted in an 83% increase in site engagement and a 23% increase in organic search traffic.
BACKGROUND
As one of Colorado’s most vital cultural cornerstones, the Denver Zoo Conservation Alliance (the “Denver Zoo”) is dedicated to providing the communities it serves with an intimate, inspiring and informative first-hand encounter with the wonders of nature.
THE CHALLENGE
The Denver Zoo’s website was over five years old and felt dated and bloated with unnecessary content. In addition, the CMS relied on a site builder for content creation, which was becoming unwieldy and buggy as the website content and functionality grew. Urban Insight was tasked with re-designing and developing a new website that was able to be easily updated by staff to keep up with ever changing news and events, while also creating a navigation and site architecture that could serve as the metaphorical glue that binds the ticketing and membership e-commerce pages together into a cohesive user journey across the site. Finally, one of the key goals was increasing engagement with the Zoo's content (which the new site delivered on with an 83% increase!).
THE SOLUTION
Urban Insight designed and developed a fully custom new website with a modern content management system that allows the Denver Zoo staff to easily administer the site for an organization that has many activities and events. The design emphasized user journeys for both visitors and donors interested in supporting wildlife with a greater focus on the Denver Zoo’s conservation efforts with better brand integration throughout.
Urban Insight took Zoo’s new branding guidelines and extended them to the digital space. The site includes flexible components that give Zoo staff the ability to create engaging blocks of content that are aligned to their new branding guidelines.
In addition to a redesigned website, Urban Insight integrated Denver Zoo’s new ticketing platform, Tessitura, to create a seamless experience between the two sites and optimize the user experience for visitors looking to purchase tickets or membership.
Finally, accessibility standards at the WCAG 2.2 AA level were a critical element of the ultimate implementation.
