How can we make the City of Music sing online with a website that reflects the vibrancy of downtown Nashville to attract new business and residents alike? Brllnt partnered with Geocentric to update the design and user experience of both Nashville Downtown and Park It Downtown sites.
The core purpose of the Nashville Downtown Partnership is “to make Downtown Nashville the compelling urban center in the Southeast in which to live, work, play, and invest.
Design and improve the user experience with Nashville Downtown and Park It Downtown websites - to provide better access to information and to express the city's vibrant spirit.
Events are what primarily drives visitors to both venues and parking in the city, thus they are prominently positioned on the home page. We paired this element with statistical insights to build interest and deepen the user’s investment from attendee to resident or business owner.
To improve site navigation, we constructed a mega menu that highlights key items for each category, increasing access to key information while minimizing the number of clicks to get there.
Through our new user experience design, we were able to increase traffic to the site by 60% and played a role in the city of Nashville's brand perception: Nashville rose to the 11th most desirable city to live., up from 13th place following our work together.