Keeping the focus on your target audience is a challenge when you become integrated into an entity, a job, a building.
In any field, it’s all too common to forget that your audience likely doesn’t have the same level of understanding of all your catchphrases and inner workings. Our strategy included learning about the families, community and campus members who would be participating in the multitude of programs and activities offered at the Discovery Building and then maintaining their point of view as our focus throughout the project.
The design and content strategy was created as an unfolding story. The Discovery Building has many layers and opportunities for involvement, so it was important to unveil these piece by piece as the user scrolls through the site. Vivid imagery, strategic use of color, subtle but sophisticated interactions and repetition of the mantra “Explore. Engage. Discover.,” helped support the story Discovery wanted to tell.
The Discovery Building website also had a lot of content, targeted at many different types of users. It was critical to work and rework the navigation, sitemap and content flow in order for the most important information to be easy to find and for the user to feel a natural progression through the website. We created calls-to-action to encourage the user to learn more and feel engaged in the site.