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A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
A Redesign of VisitPhilly.com by Happy Cog
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A Redesign of VisitPhilly.com by Happy Cog

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With the redesign of Philadelphia’s premiere tourism website at VisitPhilly.com (formerly gophila.com), Happy Cog and it’s client the Greater Philadelphia Tourism Marketing Corporation (GPTMC) have …

With the redesign of Philadelphia’s premiere tourism website at VisitPhilly.com (formerly gophila.com), Happy Cog and it’s client the Greater Philadelphia Tourism Marketing Corporation (GPTMC) have made Philly appear as vibrant, as hip, and as engaging a city as it is in reality. This redesign resulted in a virtual representation of Philadelphia that is more emotionally compelling and immersive than ever before, yet still entirely credible and accurate to the endless possibilites of what you can do here. In a case study presented as a series of short, practical talks, Happy Cog’s Experience Director, Creative Director, and Development Directors will walk you their design and planning process to create this successful redesign, citing specific research techniques, conceptual approaches, and coding techniques as well as sharing examples of their works in progress that got them to this result.

Speakers include:

Kevin M. Hoffman - Experience Director

Christopher Cashdollar - Creative Director

Jenn Lukas - Interactive Development Director

Mark Huot - Technology & Development Director

Greg Hoy - President

This presentation was designed by Chris Cashdollar.

Published in: Design, Technology, Travel
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  • 1. A REDESIGN OF VISITPHILLY.COM BY
  • 2. N IO RE T U A T M C R E F O IT IN CH D R A K-E N C NG A I D B D N O NT-E C O R ING F D C O GN ESI D
  • 3. N IO RE T U A T M C R E F O IT IN CH D R A K-E N C NG A I D B D N O NT-E C O R ING F D C O GN ESI D
  • 4. What is IA?
  • 5. Primary Goal Increase the number of people from outside the Philadelphia area that choose to book a weekend stay through one of the offered hotel specials.
  • 6. Secondary Goal Facilitate awareness of events, destinations, and attractions to both Philadelphia residents and non-residents equally.
  • 7. gophila.com (old site)
  • 8. • ings to Do • What’s New • Places to Stay • Events Calendar • Special Offers • Itineraries & Tours • Travel Tools • Countryside • Philly Faorites • Photos & Multimedia • Your Philadelphia • Our Sponsors gophila.com (old site)
  • 9. Mental Models
  • 10. • “Aligning Design Strategy with Human Behavior” Mental Models
  • 11. • “Aligning Design Strategy with Human Behavior” • by Indi Young, available at RosenfeldMedia.com or the books are sold on the internet Mental Models
  • 12. Where is the “context?”
  • 13. Where is the “context?”
  • 14. Constraint?
  • 15. Limited research budget & predetermined scope...
  • 16. Limited research budget & predetermined scope... Solution?
  • 17. Limited research budget & predetermined scope... Existing research + internal team project.
  • 18. What is your personal process for planning a regional, weekend trip?
  • 19. Research Questions
  • 20. Research Questions • How did it first occur to you to • What did you do when you take a weekend or overnight trip? first arrived? • How did you select a destination? • What did you do while you were there? • What did you do to select your mode of transportation/what did • What did you do before you you select? le? • What did you do before you le? • What did you do on the way home? • What did you do on the way? • What did you do when you got home, related to your trip?
  • 21. Post-It Sticky Notes
  • 22. LEGEND Topic (2) Mental space (3) Category (4) Category (4) Mental model for Cannot be done Somewhat planning and online important executing a weekend trip Could be done Important online Only done Very Important online Alignment Diagram Horizon Line (1) Existing content Existing application
  • 23. Topic (2) Mental space (3) Category (4) Category (4) Mental model for Cannot be done Somewhat planning and online important executing a weekend trip Could be done Important online Only done Very Important online Horizon Line (1) Existing content Existing application Alignment Diagram Proposed and existing web content Proposed Proposed content application and applications that
  • 24. online Horizon Line (1) Existing content Existing application Proposed and existing web content Proposed Proposed content application and applications that align with the tasks and categories listed Existing page Secured stack application above the line. Proposed page External stack Application Alignment Diagram
  • 25. Choosing Regional Travel Choosing a Destination Research Attracted by destination Spontaneous Research Attracted by destination choice Interested in amenitites Area renowned for certain activity Chose a specific Friends, family & museum coworkers Had to go to a Looked for regional wedding bed and breakfasts Self-guided Revisit location Visit family enjoyed on Looked for Friends, family & previous trip urban location coworkers Wanted to see Recommendation Saw magazine Interested in friends in the Looked for rural from trusted friend advertisement location events area Invited by friend Read travel rel. Interested in Wanted to see Looked for local news gallery opening family warm climate Self-guided Considered how Suggested by Purchased a Interested in many people I Read travel rel. Looked for Interested in Interested in friend travel book broadway show know there* local news shopping amenities events Wanted activity Spontaneously Received email Researched local Interested in offered by that decided to Number of friends' Research Wanted to see Family/couple recommendation destinations band/concert recommendations information online certain exhibit activities geography travel Things to Do Events Things to Do Events Things to Do Things to Do Things to Do Things to Do (E-mail) Calendar (E-mail) Calendar Plan Your Trip: Tours & Plan Your Trip: Plan Your Trip: Plan Your Trip: Plan Your Trip: Activities Alignment Diagram Attractions Attractions Attractions Attractions Attractions Newsletter Plan Your Trip: Trip Advisor Newsletter Philly Fun Trip Advisor Signup Attractions Reviews Signup Guide Reviews Trip Advisor Philly Fun Reviews Guide
  • 26. Choosing Regional Travel Choosing a Destination Research Attracted by destination Spontaneous Research Attracted by destination choice Interested in amenitites Area renowned for certain activity Chose a specific Friends, family & museum coworkers Had to go to a Looked for regional wedding bed and breakfasts Self-guided Revisit location Visit family enjoyed on Looked for Friends, family & previous trip urban location coworkers Wanted to see Recommendation Saw magazine Interested in friends in the Looked for rural from trusted friend advertisement location events area Invited by friend Read travel rel. Interested in Wanted to see Looked for local news gallery opening family warm climate Self-guided Considered how Suggested by Purchased a Interested in many people I Read travel rel. Looked for Interested in Interested in friend travel book broadway show know there* local news shopping amenities events Wanted activity Spontaneously Received email Researched local Interested in offered by that decided to Number of friends' Research Wanted to see Family/couple recommendation destinations band/concert recommendations information online certain exhibit activities geography travel Things to Do Events Things to Do Events Things to Do Things to Do Things to Do Things to Do (E-mail) Calendar (E-mail) Calendar Plan Your Trip: Tours & Plan Your Trip: Plan Your Trip: Plan Your Trip: Plan Your Trip: Attractions Activities Attractions Attractions Attractions Attractions Newsletter Plan Your Trip: Trip Advisor Newsletter Philly Fun Trip Advisor Signup Attractions Reviews Signup Guide Reviews Trip Advisor Philly Fun Reviews Guide
  • 27. Post Trip Activities Eating & resting Passing time Sharing Enjoying trip Return home business Recovery ns information with items friends Personal business Gave gifts Recommended purchased on restaurant to a trip friend. Told friends Unpacked bags about trip Sleep Blog about trip Balanced Did laundry checkbook Stopped for Read a book Posted pictures Sent thank you Professional Sleep meal to Flickr card to host business Eat the food Slept at odd Eat Catch up on Emailed friends purchased in Downloaded Reviewed notes times from email pictures and from business Little Italy jetlag movies meeting Dining & Food Social (Things to Do) Networking TripAdvisor Reviews Blogger, LiveJournal, etc. Flickr
  • 28. Choosing Regional Travel Choosing a Destination Research Attracted by destination Spontaneous Research Attracted by destination choice Interested in amenitites Area renowned for certain activity Chose a specific Friends, family & museum coworkers Had to go to a Looked for regional wedding bed and breakfasts Self-guided Revisit location Visit family enjoyed on Looked for Friends, family & previous trip urban location coworkers Wanted to see Recommendation Saw magazine Interested in friends in the Looked for rural from trusted friend advertisement location events area Invited by friend Read travel rel. Interested in Wanted to see Looked for local news gallery opening family warm climate Self-guided Considered how Suggested by Purchased a Interested in many people I Read travel rel. Looked for Interested in Interested in friend travel book broadway show know there* local news shopping amenities events Wanted activity Spontaneously Received email Researched local Interested in offered by that decided to Number of friends' Research Wanted to see Family/couple recommendation destinations band/concert recommendations information online certain exhibit activities geography travel Things to Do Events Things to Do Events Things to Do Things to Do Things to Do Things to Do (E-mail) Calendar (E-mail) Calendar Plan Your Trip: Tours & Plan Your Trip: Plan Your Trip: Plan Your Trip: Plan Your Trip: Attractions Activities Attractions Attractions Attractions Attractions Newsletter Plan Your Trip: Trip Advisor Newsletter Philly Fun Trip Advisor Signup Attractions Reviews Signup Guide Reviews Trip Advisor Philly Fun Reviews Guide
  • 29. Choosing Regional Travel Choosing a Destination Choosing Mode of Transportation Trip Preparation Trip Preparation (con Research Attracted by destination Spontaneous Research Attracted by destination Economizing Consider cost Consider comfort & convenience Travel & lodging Itinerary creation Preparation & packing choice Interested in Research travel amenitites Read reviews Area renowned for certain activity Compare prices Chose a specific on Expedia Friends, family & museum Dining coworkers Compare prices Read reviews Had to go to a Looked for regional Price of airfare on Orbitz wedding bed and breakfasts Self-guided Revisit location Distance from Compare prices Asked for friends' enjoyed on Looked for Price of train home recommendations Visit family on Travelocity Friends, family & urban location Tickets & booking Purc previous trip coworkers Wanted to see How much stuff Researched Booked rental Researched Pur Recommendation Saw magazine Looked for rural Cost of gas Ease of public restaurants by hotel Interested in friends in the I needed to take Research lodging parking near airport car Events Attractions sna from trusted friend advertisement location transportation events area Planning Pu Wanted to see Get friend hotel Researched Booked flight Read reviews Read reviews Made restaurant Cleared digital Invited by friend Read travel rel. Interested in Looked for Price of car Parking costs and Total travel time recommendation too family convenience train fares reservations camera local news gallery opening warm climate rental toil Self-guided Save time Considered how Researched Booked train Asked for friends' Asked for friends' Suggested by Purchased a Interested in Read travel rel. Looked for Looked for train Parking costs and Time duration of Ease of getting Researched Looked online Made a playlist Bo Interested in many people I Interested in plane fares ticket recommendations recommendations friend travel book broadway show local news shopping accessability convenience trip around hotels for restaurants on iPod cam amenities know there* events Save money Wanted activity Spontaneously Can be reached Received email Researched local Weather at Flight distance Researched bed Researched Booked hotel Purchased Checked weather Get friend food Made lists of Bo Interested in offered by that decided to Number of friends' Research Wanted to see Family/couple w/o travel time Compared costs Flight distance recommendation destinations recommendations information online and breakfasts parking near train event tickets conditions recommendation band/concert geography travel certain exhibit activities affecting free time destination station things to bring Philadelphia Parking Events Getting Here Getting Here Weather Getting Around Hotels (Places Hotel Packages Things to Do Things to Do Events Things to Do Things to Do Things to Do Special Offers Information My Trip My Trip Dining & Food Things to Do Calendar (Travel Tools) (Travel Tools) (Travel Tools) (Travel Tools) (Places to Stay) (E-mail) Calendar (E-mail) to Stay) (Travel Tools) Itinerary Builder Itinerary Builder Bed & Itineraries & Itineraries & Plan Your Trip: Tours & Plan Your Trip: Plan Your Trip: Plan Your Trip: Getting Around Hotel Packages Getting Here Breakfasts Plan Your Trip: Tours (Things to Tours (Things to Open Table Plan Your Trip: Attractions Activities Attractions Attractions Attractions (Travel Tools) (Places to Stay) (Travel Tools) (Places to Stay) Car Rentals Do) Do) Attractions Hotel Packages Plan Your Trip: Plan Your Trip: Trip Advisor Newsletter Plan Your Trip: Trip Advisor Newsletter Philly Fun Trip Advisor Trip Advisor (Places to Stay) Hotels Attractions Reviews Signup Attractions Reviews Signup Guide Reviews Reviews Trip Advisor Philly Fun Hotel Widget Trip Advisor Reviews Guide Reviews Trip Advisor Reviews Choosing regional travel Choosing a Destination • Research locations • Research amenities • Attracted by destination • Attracted by destination • Spontaneous choice • Economizing
  • 30. Choosing regional travel Choosing a Destination • Research locations • Research amenities • Attracted by destination • Attracted by destination • Spontaneous choice • Economizing Things to Do
  • 31. Choosing Regional Travel Choosing a Destination Research Attracted by destination Spontaneous Research Attracted by destination choice Interested in amenitites Area renowned for certain activity Chose a specific Friends, family & museum coworkers Had to go to a Looked for regional wedding bed and breakfasts Self-guided Revisit location Visit family enjoyed on Looked for Friends, family & previous trip urban location coworkers Wanted to see Recommendation Saw magazine Interested in friends in the Looked for rural from trusted friend advertisement location events area Invited by friend Read travel rel. Interested in Wanted to see Looked for local news gallery opening family warm climate Self-guided Considered how Suggested by Purchased a Interested in many people I Read travel rel. Looked for Interested in Interested in friend travel book broadway show know there* local news shopping amenities events Wanted activity Spontaneously Received email Researched local Interested in offered by that decided to Number of friends' Research Wanted to see Family/couple recommendation destinations band/concert recommendations information online certain exhibit activities geography travel Things to Do Events Things to Do Events Things to Do Things to Do Things to Do Things to Do (E-mail) Calendar (E-mail) Calendar Plan Your Trip: Tours & Plan Your Trip: Plan Your Trip: Plan Your Trip: Plan Your Trip: Attractions Activities Attractions Attractions Attractions Attractions Newsletter Plan Your Trip: Trip Advisor Newsletter Philly Fun Trip Advisor Signup Attractions Reviews Signup Guide Reviews Trip Advisor Philly Fun Reviews Guide
  • 32. Choosing Mode of Transportation Trip Preparation Trip Preparation (continued) Travel to Destination Economizing Consider cost Consider comfort & convenience Travel & lodging Itinerary creation Preparation & packing Life management Eating & Travel & wayfinding Passing time Sending d in Research travel sustenance Travelling communications s Read reviews Stop for gas wned for tivity Compare prices Took train from specific on Expedia airport Dining Compare prices Read reviews Pay tolls r regional Price of airfare on Orbitz breakfasts Distance from Compare prices Asked for friends' Pick up rental for Price of train home recommendations car on Travelocity cation Tickets & booking Purchases How much stuff Researched Booked rental Researched Purchased Stop at rest Waited in a Read book for rural Cost of gas Ease of public restaurants by hotel stops security line I needed to take Research lodging parking near airport car Events Attractions snacks for car transportation Packing Wayfinding Planning Work & family Purchased Stopped at Get friend hotel Researched Booked flight Read reviews Read reviews Made restaurant Cleared digital Stop for snacks/ Checked bag at Check local unexpected for Price of car Parking costs and Total travel time toothpaste/ Packed clothes Turned on out of recommendation train fares reservations camera Sending drinks airport traffic roadside attraction mate rental convenience toiletries office assistant Save time communications Asked for friends' Asked for friends' Call friends to Parked at Purchased road Looked for train Parking costs and Time duration of Ease of getting Researched Researched Booked train Looked online Made a playlist Bought new Packed diapers confirm meet up Answered Stop for meals Watched DVD for recommendations recommendations airport map accessability convenience trip around hotels plane fares ticket for restaurants on iPod camera plans emails online g Save money Can be reached Stop to use the Compared costs Weather at Flight distance Researched bed Researched Booked hotel Purchased Checked weather Get friend food Made lists of Bought clothes Contacted friends Contacted Found parking Used GPS Caught up on Text friends en couple w/o travel time Flight distance Packed suitcase restroom and breakfasts parking near train event tickets conditions recommendation at destination babysitter work route s affecting free time destination station things to bring Philadelphia Parking Getting Here Getting Here Weather Getting Around Hotels (Places Hotel Packages My Trip My Trip Plan Your Trip: View on Map Reminder e- s to Do Special Offers Information Dining & Food Things to Do (Travel Tools) (Travel Tools) (Travel Tools) (Travel Tools) to Stay) (Places to Stay) Itinerary Builder Itinerary Builder Car Rentals (Itineraries) mail for meetup (Travel Tools) (E-mail) Bed & Itineraries & Itineraries & our Trip: Getting Around Hotel Packages Getting Here Breakfasts Plan Your Trip: Tours (Things to Tours (Things to Open Table Reminder e- Mapping Social actions (Travel Tools) (Places to Stay) (Travel Tools) (Places to Stay) Car Rentals Do) Do) mail for meetup Networking Hotel Packages Plan Your Trip: Plan Your Trip: Trip Advisor Social Advisor Trip Advisor (Places to Stay) Hotels Attractions Reviews Networking views Reviews Hotel Widget Trip Advisor Reviews Trip Advisor Reviews
  • 33. Choosing Mode of Transportation Trip Preparation Trip Preparation (continued) Travel to Destination Economizing Consider cost Consider comfort & convenience Travel & lodging Itinerary creation Preparation & packing Life management Eating & Travel & wayfinding Passing time Sending d in Research travel sustenance Travelling communications s Read reviews Stop for gas wned for tivity Compare prices Took train from specific on Expedia airport Dining Compare prices Read reviews Pay tolls r regional Price of airfare on Orbitz breakfasts Distance from Compare prices Asked for friends' Pick up rental for Price of train home recommendations car on Travelocity cation Tickets & booking Purchases How much stuff Researched Booked rental Researched Purchased Stop at rest Waited in a Read book for rural Cost of gas Ease of public restaurants by hotel stops security line I needed to take Research lodging parking near airport car Events Attractions snacks for car transportation Packing Wayfinding Planning Work & family Purchased Stopped at Get friend hotel Researched Booked flight Read reviews Read reviews Made restaurant Cleared digital Stop for snacks/ Checked bag at Check local unexpected for Price of car Parking costs and Total travel time toothpaste/ Packed clothes Turned on out of recommendation train fares reservations camera Sending drinks airport traffic roadside attraction mate rental convenience toiletries office assistant Save time communications Asked for friends' Asked for friends' Call friends to Parked at Purchased road Looked for train Parking costs and Time duration of Ease of getting Researched Researched Booked train Looked online Made a playlist Bought new Packed diapers confirm meet up Answered Stop for meals Watched DVD for recommendations recommendations airport map accessability convenience trip around hotels plane fares ticket for restaurants on iPod camera plans emails online g Save money Can be reached Stop to use the Compared costs Weather at Flight distance Researched bed Researched Booked hotel Purchased Checked weather Get friend food Made lists of Bought clothes Contacted friends Contacted Found parking Used GPS Caught up on Text friends en couple w/o travel time Flight distance Packed suitcase restroom and breakfasts parking near train event tickets conditions recommendation at destination babysitter work route s affecting free time destination station things to bring Philadelphia Parking Getting Here Getting Here Weather Getting Around Hotels (Places Hotel Packages My Trip My Trip Plan Your Trip: View on Map Reminder e- s to Do Special Offers Information Dining & Food Things to Do (Travel Tools) (Travel Tools) (Travel Tools) (Travel Tools) to Stay) (Places to Stay) Itinerary Builder Itinerary Builder Car Rentals (Itineraries) mail for meetup (Travel Tools) (E-mail) Bed & Itineraries & Itineraries & our Trip: Getting Around Hotel Packages Getting Here Breakfasts Plan Your Trip: Tours (Things to Tours (Things to Open Table Reminder e- Mapping Social actions (Travel Tools) (Places to Stay) (Travel Tools) (Places to Stay) Car Rentals Do) Do) mail for meetup Networking Hotel Packages Plan Your Trip: Plan Your Trip: Trip Advisor Social Advisor Trip Advisor (Places to Stay) Hotels Attractions Reviews Networking views Reviews Hotel Widget Trip Advisor Reviews Trip Advisor Reviews Select Transportation Trip Preparation Travel • Cost • Secure lodging • Meals • Comfort & • Schedule • Wayfinding conenience • Packing • Passing time • Communications • Communications
  • 34. Select Transportation Trip Preparation Travel • Cost • Secure lodging • Meals • Comfort & • Schedule • Wayfinding conenience • Packing • Passing time • Communications • Communications Plan Your Trip
  • 35. Choosing Regional Travel Choosing a Destination Research Attracted by destination Spontaneous Research Attracted by destination choice Interested in amenitites Area renowned for certain activity Chose a specific Friends, family & museum coworkers Had to go to a Looked for regional wedding bed and breakfasts Self-guided Revisit location Visit family enjoyed on Looked for Friends, family & previous trip urban location coworkers Wanted to see Recommendation Saw magazine Interested in friends in the Looked for rural from trusted friend advertisement location events area Invited by friend Read travel rel. Interested in Wanted to see Looked for local news gallery opening family warm climate Self-guided Considered how Suggested by Purchased a Interested in many people I Read travel rel. Looked for Interested in Interested in friend travel book broadway show know there* local news shopping amenities events Wanted activity Spontaneously Received email Researched local Interested in offered by that decided to Number of friends' Research Wanted to see Family/couple recommendation destinations band/concert recommendations information online certain exhibit activities geography travel Things to Do Events Things to Do Events Things to Do Things to Do Things to Do Things to Do (E-mail) Calendar (E-mail) Calendar Plan Your Trip: Tours & Plan Your Trip: Plan Your Trip: Plan Your Trip: Plan Your Trip: Attractions Activities Attractions Attractions Attractions Attractions Newsletter Plan Your Trip: Trip Advisor Newsletter Philly Fun Trip Advisor Signup Attractions Reviews Signup Guide Reviews Trip Advisor Philly Fun Reviews Guide
  • 36. Arrival at Destination Experiencing the Destination Experiencing the Destination (continued) Leaving the Destination Setup Planning & Orientation & Eating & Attractions Setting up Attending events Visiting attractions Dining & sustenance Socializing Passing time Eating & hygiene Travel & Visiting Passing time Depart communications wayfinding sustenance "home base" Attractions wayfinding attractions Eating & dining Order breakfast Took a walk from room Went to local Took a city tour around the city service bar Toured Bought beer Went bowling from bodega Met friend for winderies coffee Wayfinding Wayfinding Transferred to Transferred to Went out to Pick up car Stretch Saw a musical/ Talked on the Walked in Little bus due to Went dancing bus due to dinner broadway show phone Italy construction construction Read services Called a friend Called a friend Ate at nearby Unpacked bags book in hotel Take a nap Went to art Went swimming Explore to take Purch because I got because I got deli Met new people room Professional gallery in ocean photos for so lost lost Events Rest and hygiene Attended Ate at local Took cab to Changed Contact my friend Took subway Took subway Took subway Had business train station clothes airport to city Lie down convention/ Went gambling Went hiking Shaved favorite Met family Went to movie Calle to meet me back to hotel back to hotel lunch conference restaurant Asked concierge Tweet Changed Attended event Turned on GPS Retur Take of seat belt for close by drug/ Buy a snack Took a cab ride Go to museum Went surfing Took a cab ride Eat meals Met friends Went swimming Ate breakfast clothes meeting Sleep for trip car convenience store in pool Waited in a Took cab to an Asked for Attended after Went Got on subway Went back to Check e-mail Got on subway Grabbed coffee Took cab to Unpacked bags Went camping Take a shower Spoke to locals for Text message Watched TV shop to buy that Pack security line event bathroom Leisure parties to Brooklyn snowboarding to Brooklyn restaurant and bagels airport Events thing recommendation Stopped at Spoke at Bought Contacted home to Got directions to Downloaded Went to a Look up directions Researched Shop Look up directions Played Grabbed food Went to the Planned mini-exit Printe Check into hotel Used bathroom unexpected Shop for clothes we Researched Tweet magazine for alert them of arrival first destination roadside attraction pictures to laptop concert conference on iPhone shoes online on iPhone boardgames for trip airport trip with Google forgot to pack mexican restaurant trip board online maps Reminder e- View on Map Events Getting Around Dining & Food Getting Around Things to Do Calendar View on Map Things to Do View on Map Dining & Food Nightlife Things to Do mail for meetup (Itineraries) (Itineraries) (Itineraries) (Things to Do) (Things to Do) On Foot (Travel (Things to Do) (Travel Tools) Tools) Getting Around Plan Your Trip: Getting Around Getting Around Social Plan Your Trip: Plan Your Trip: Open Table Mapping Getting Around (Travel Tools) Attractions (Travel Tools) (Travel Tools) Open Table Twitter Things to Do Networking Attractions Attractions (Travel Tools) Mapping Philly Fun Countryside Mapping Mapping AIM/SMS Mapping Guide (Travel Tools)
  • 37. Arrival at Destination Experiencing the Destination Experiencing the Destination (continued) Leaving the Destination Setup Planning & Orientation & Eating & Attractions Setting up Attending events Visiting attractions Dining & sustenance Socializing Passing time Eating & hygiene Travel & Visiting Passing time Depart communications wayfinding sustenance "home base" Attractions wayfinding attractions Eating & dining Order breakfast Took a walk from room Went to local Took a city tour around the city service bar Toured Bought beer Went bowling from bodega Met friend for winderies coffee Wayfinding Wayfinding Transferred to Transferred to Went out to Pick up car Stretch Saw a musical/ Talked on the Walked in Little bus due to Went dancing bus due to dinner broadway show phone Italy construction construction Read services Called a friend Called a friend Ate at nearby Unpacked bags book in hotel Take a nap Went to art Went swimming Explore to take Purch because I got because I got deli Met new people room Professional gallery in ocean photos for so lost lost Events Rest and hygiene Attended Ate at local Took cab to Changed Contact my friend Took subway Took subway Took subway Had business train station clothes airport to city Lie down convention/ Went gambling Went hiking Shaved favorite Met family Went to movie Calle to meet me back to hotel back to hotel lunch conference restaurant Asked concierge Tweet Changed Attended event Turned on GPS Retur Take of seat belt for close by drug/ Buy a snack Took a cab ride Go to museum Went surfing Took a cab ride Eat meals Met friends Went swimming Ate breakfast clothes meeting Sleep for trip car convenience store in pool Waited in a Took cab to an Asked for Attended after Went Got on subway Went back to Check e-mail Got on subway Grabbed coffee Took cab to Unpacked bags Went camping Take a shower Spoke to locals for Text message Watched TV shop to buy that Pack security line event bathroom Leisure parties to Brooklyn snowboarding to Brooklyn restaurant and bagels airport Events thing recommendation Stopped at Spoke at Bought Contacted home to Got directions to Downloaded Went to a Look up directions Researched Shop Look up directions Played Grabbed food Went to the Planned mini-exit Printe Check into hotel Used bathroom unexpected Shop for clothes we Researched Tweet magazine for alert them of arrival first destination roadside attraction pictures to laptop concert conference on iPhone shoes online on iPhone boardgames for trip airport trip with Google forgot to pack mexican restaurant trip board online maps Reminder e- View on Map Events Getting Around Dining & Food Getting Around Things to Do Calendar View on Map Things to Do View on Map Dining & Food Nightlife Things to Do mail for meetup (Itineraries) (Itineraries) (Itineraries) (Things to Do) (Things to Do) On Foot (Travel (Things to Do) (Travel Tools) Tools) Getting Around Plan Your Trip: Getting Around Getting Around Social Plan Your Trip: Plan Your Trip: Open Table Mapping Getting Around (Travel Tools) Attractions (Travel Tools) (Travel Tools) Open Table Twitter Things to Do Networking Attractions Attractions (Travel Tools) Mapping Philly Fun Countryside Mapping Mapping AIM/SMS Mapping Guide (Travel Tools) Arrive at the Destination Experience the Destination • Setup • Create “Home base” • Communications • Attending events • Wayfinding • Visiting attractions • Meals • Meals • Attractions • Socializing • Passing time
  • 38. Arrive at the Destination Experience the Destination • Setup • Create “Home base” • Communications • Attending events • Wayfinding • Visiting attractions • Meals • Meals • Attractions • Socializing • Passing time Philly Now
  • 39. Sitemap
  • 40. Wireframes
  • 41. Wireframes
  • 42. Other IA Considerations Bridging classification and Clumping of objects: itineraries, context with a larger taxonomy. top 10 lists, etc. When is something navigation, Search engine optimization, as it and when is it interface? affects both label choices and legacy page rankings.
  • 43. Balance classification with context.
  • 44. Explore. Regardless of scope.
  • 45. N IO RE T U A T M C R E F O IT IN CH D R A K-E N C NG A I D B D N O NT-E C O R ING F D C O GN ESI D
  • 46. Some BACKGROUND
  • 47. A REVOLUTION
  • 48. What Needed Fixing • A modern CMS • Simplified management • Improed hosting • Wider support channels
  • 49. The Constraints • Limited timeline • Public launch • A lot of content • A new system
  • 50. Working Within Constraints
  • 51. Using ExpressionEngine
  • 52. Frameworks
  • 53. Gems…
  • 54. Gems… have issues
  • 55. EE has fewer issues
  • 56. Why EE?
  • 57. Engaging the Client
  • 58. Planning for the Future
  • 59. N IO RE T U A T M C R E F O IT IN CH D R A K-E N C NG A I D B D N O NT-E C O R ING F D C O GN ESI D
  • 60. Baseball!!
  • 61. JavaScript Off
  • 62. Letting Philadelphia BE THE STAR
  • 63. Choose Your h1’s WISELY
  • 64. Header Include {if segment_1} <strong class="logo"><a href="{path=/}" title="Home">Philadelphia and the Countryside&reg; Beta</a></ strong> {if:else} Text <h1 class="logo"><a href="{path=/}" title="Home">Philadelphia and the Countryside&reg; Beta</a></h1> {/if}
  • 65. Give Your Links a HOME
  • 66. The Keyboard Is NOT YOUR ENEMY
  • 67. Don’t Hide the PRETTY PICTURES
  • 68. JavaScript Off
  • 69. JavaScript Off
  • 70. JavaScript Off
  • 71. JavaScript Off
  • 72. JavaScript Off
  • 73. JavaScript Off
  • 74. Don’t Alienate YOUR USERS
  • 75. Don’t Alienate YOUR CUSTOMERS
  • 76. JavaScript Statistics w3schools.com thecounter.com JavaScript False: 4393090 (6%) 100 Visitors 100,000 Visitors 6 users without JS 6,000 users without JS
  • 77. 96% of Statistics are MADE UP ON THE SPOT
  • 78. Pat Yourselves ON THE BACK
  • 79. N IO RE T U A T M C R E F O IT IN CH D R A K-E N C NG A I D B D N O NT-E C O R ING F D C O GN ESI D
  • 80. Reinterpreting PHILADELPHIA
  • 81. YS T TA L CA
  • 82. YS T TA L CA
  • 83. YS T TA L CA
  • 84. YS T TA L CA
  • 85. We went looking elsewhere.
  • 86. Where else?
  • 87. Uncovering THE CONCEPT
  • 88. DISCOVERY IA DESIGN E SS ROC P
  • 89. DISCOVERY IA DESIGN E SS ROC P
  • 90. DESIGN DISCOVERY IA DESIGN E SS ROC P
  • 91. ED H FI AC I O N R U P A P
  • 92. ED H FI AC I O N R U P A P
  • 93. ED H FI AC I O N R U P A P
  • 94. 1 ED H FI AC I O N R U P A P
  • 95. 1 2 ED H FI AC I O N R U P A P
  • 96. 1 2 3 ED H FI AC I O N R U P A P
  • 97. NOSTALGIC DISTINCTIVE CONTEMPORARY FASHIONABLE IO N E CT IR D S T E R M A E T H
  • 98. gophila.com (old site)
  • 99. NOSTALGIC DISTINCTIVE CONTEMPORARY FASHIONABLE IO N E CT IR D S T E R M A E T H
  • 100. NOSTALGIC DISTINCTIVE CONTEMPORARY FASHIONABLE IO N E CT IR D S T E R M A E T H
  • 101. Forming Voltron
  • 102. The TRICKY BITS
  • 103. (This.)
  • 104. Simple is better.
  • 105. In CONCLUSION
  • 106. Thank you... RefreshPhilly! Comcast! MissionStaff! Philadelphia Citizens!

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