National Park Service

Protecting America’s wild and historic places

Man lifting his baby daughter in the air
Man lifting his baby daughter in the air

Since 2009, Threespot has worked with the National Park Service to create a digital experience designed to work in concert with the decidedly analog experience of visiting a National Park. We serve the Park Service and its hundreds of millions of annual visitors—online and off—with strategy, creativity, and a commitment to protecting public land.

Website Redesign

Threespot built a new responsive website in honor of the Park Service’s 100th anniversary, incorporating what we learned about parks visitors during our trip planning work. Armed with website analytics, stakeholder interviews, and discussions with actual people planning visits to parks, we created a site that frontloads the information we know visitors most want and showcases the physical beauty of our national parks.

Screenshot of the Park Service's site on a web browser. Screenshot of the Park Service's site on a mobile device.
Screenshots of website promos related to wildlife and the wilderness.
Topographical map showing location of Logan Pass Visitor Center in Glacier National Park.
Screenshot of 'Find a Park' search on the NPS website.

Resultsof Website Redesign

More than 14 million sessions on Sundays from mobile devices

In 2016, Sunday became the most popular day of the week for traffic to, especially for visitors on mobile devices.

Unified Data Infrastructure

The Park Service needed their park data to integrate seamlessly into the travel tools park visitors are already turning to. Threespot put the audience first, conducting interviews, surveys, testing, analytics, and audits to create a unified data infrastructure that would ensure that potential park visitors had up-to-date information, whether they Google a park’s name or book a nearby hotel on Travelocity. Our roadmap of digital improvements and initiatives has made NPS a leading source for information for visitors before they ever set foot on park land.

Screenshot of alerts about status and closures of national parks.
Glacier National Park on Google Maps, shown on a tablet device.
A piece of a topographical map of Denali.
Screenshot of a Google card showing highlights about a national park.

Resultsof Unified Data Infrastructure

~130 million people saw NPS’ online trip planning information in 2016

Content Organization

The Park Service wanted to ensure that content posted by their thousands of web editors across the country didn’t feel fragmented and that users would be able to easily find content from across the park system. Threespot designed an information architecture to help each park tell their own stories within a framework that guarantees consistency across the organization.

Screenshots of Castle Mountains landing page
Blank wireframes to show example grid layouts. A wireframe of the page "Footpath for the People."

Resultsof Content Organization

Relevant content, consistently formatted, from parks across the country


  • Brand strategy & architecture
  • Content & editorial strategy
  • Enterprise digital strategy
  • Online & offline campaign development
  • Organizational change mgmt.
  • Social media strategy & training
  • Workflow & staffing consultation
  • Information architecture
  • Content development
  • User interface design
  • Data visualization & infographics
  • CMS consultation
  • CMS integration & development
  • Application design & development
  • Mobile websites & applications
  • Software consultation
  • Web development
  • Quality assurance
  • Usability testing
  • Search engine optimization

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The World Isn’t Going To Fix Itself