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

Millions of visitors, thousands of pages, one National Park Service.

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.

Screenshots of National Park Service website in a browser window and on a mobile phone
Screenshots of website promos related to the Civil War
Topographical map showing location of Logan Pass Visitor Center in Glacier National Park
Screenshot of NPS website that reads “Discover America’s Best Idea: the National Parks”

Resultsof Website Redesign

Clicks on links to external websites are down 5%

because visitors are finding the information they need on

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 Glacier National Parks in Google Maps showing sidebar of information
Screenshot of various trip planning components

Resultsof Unified Data Infrastructure

About 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
Full-page screenshots with grid overlaid on top

Resultsof Content Organization

Relevant content, consistently formatted, from parks across 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