National Park Service

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 nps.gov visitors most want and showcases the physical beauty of our national parks.

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.

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.