Wonders of Wisconsin

About the Project
I collaborated with agency partners to entice travelers to explore Wisconsin's most notable landmarks by helping to launch "Wonders of Wisconsin," an immersive single-page experience that curates iconic features across Wisconsin.

The Brief
The project brief was very minimal, noting that users would be directed to this page via QR code on Wisconsin state maps, as well as receive some additional traffic from promotion on social media. The page needed to showcase Wisconsin's seven most notable landmarks and provide details for each landmark.

The Approach
With a minimal brief, short timeline, and relatively little information to work with, I started analyzing what resources were available and what users would want to engage with on the page. After whiteboarding some initial ideas, I had a general idea of how I would orchestrate this page layout.

This was going to be a deep, content-rich page, so it would need to have its own internal navigation system. This would allow users to easily traverse the Wonders in a non-linear way. It also needed a way to introduce users to what a 'Wonder' is, providing a preview of all the Wonders at once, allowing users to go directly to what interested them the most. Finally, it needed a way for users to dive deeper into the main site and some general interactions so we could more finely measure engagement beyond scroll depth.

The End Result
The final landing page was an immersive, content-rich page that allowed users to quickly understand what a Wonder was, explore Wonders in any order, and segmented each Wonder into its own 'chapter,' noted by full-width, expansive photography.

Post Launch Analysis
Upon conducting a heatmap analysis of the page, it became apparent that the Milwaukee Art Museum was experiencing significantly less engagement than the rest of the Wonders. The assumption was that users were only interested in natural Wonders, and the museum wasn't cohesive with the rest of the list. It was recommended to de-emphasize the museum by placing it last on the list or remove it completely. Overall, the page was deemed a success and has inspired potential future expansions. Selected results from CrazyEgg heatmaps and scrollmaps are provided below.