Presidio National Park + Experience Evolution
The Presidio, a national park site at San Francisco’s Golden Gate, is one of America’s most unique national park sites – a place where people visit, live and work. The park’s self-sustaining business model fuels its mission to make the Presidio a place where people and nature thrive.
We partnered with the Presidio Trust to create an immersive digital experience that inspires people from across the community to visit the park, support its businesses, and connect with its history and future vision.
The Ask
Evolve various physical and online digital touchpoints throughout the visitor journey, enhancing the end-to-end omni-channel experience and modernizing the park’s visitor relationships.
DIGITAL TIMELINE: 12 Months
ROLE: Product Leadership
The Process Deep Dive
Empathize & Define
We empathized with park residents, patrons an visitors, beginning with extensive ethnographic research to define our strategy and vision: to increase park discoverability and knowledge while creating an environment that is welcoming to all people.
Activities:
Experience + Technology Audits
Ethongraphies
Affinity Mapping
Competitive + Comparitive Analysis
Concept & Design
Our approach to design was capturing the park’s natural essence while elevating visitors’ multi-dimensional experience. We transformed the Presidio brand into a full design language system. This allowed for seamless translation to development and integration into the Wordpress content management system.
Activities:
Feature Ideation Workshops
Content Recommendations
Design Language Development
Prototype Design
Develop & Iterate
Designers and product managers met regularly to ensure design intent was fully realized. The client team consistently co-created content to ensure the ethos of the new brand and modern aesthetic were realized across the user experience.
Activities:
Visual QA
Content Modeling + Authoring
Backlog refinement
A pocket guide to a national park
EXPERIENCE PRINCIPLES
Bridging the gap between the Park’s physical experiences and its digital footprint
To explore the park’s extensive offerings, visitors need guidance. We implemented a new site architecture and user-friendly navigation to empower intuitive discovery, along with refreshed content and SEO strategies. We integrated interactive maps to highlight points of interest, surfaced transportation methods, and parking options on the site to streamline park access.
ACCESSIBILITY + INCLUSION
To welcome people from different communities and cultures, the new site’s experience was designed to be inclusive, accessible, and easy to use.
Users can find and engage with relevant content, discover accessible amenities, and spot attractions with ease using a tag and filtering system. Language options were incorporated to accommodate a range of visitors, and the site’s design and content adheres to strict AA WCAG standards.
SYSTEMS + SCALE
Our approach to the design system was capturing the park’s natural essence while elevating visitors’ omni-channel experience.
Our aesthetic was inspired by the views, landmark colors, and textures of the park. We created a new set of illustrations to capture the different interaction facets of the Presidio and reflect its grassroots feel.
Comprised of 28 unique modules, each section of the experience was built with thoughtful functionality, allowing the site to adapt to the park’s organic growth and evolution.
Impactful Results
179%
Improvement in SEO Ranking
16%
Increase in User Engagement Year Over Year
100%
Compliance with WCAG 2.1 AA Accessibility Requirements
CLIENT TESTIMONIAL