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.

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