reimagining how downtown Milwaukee connects online.
challenge
Milwaukee Downtown, BID #21 (BID) uses its website to promote community programs and support economic growth opportunities for Downtown Milwaukee. But site navigation was complicated, and the internal team struggled with complex templates on the backend. BID asked HY for a full rehaul to better reflect the brand and enhance user experience.
approach
HY conducted a full discovery phase to identify pain points for users on the front end and the BID team on the backend. We then created a site refresh, inclusive of visual design and key language, to capture Downtown Milwaukee’s vibrancy and demonstrate BID’s value to community members, businesses, visitors, and investors. The final part of this project was comprehensive CMS training to ensure the internal team’s confidence with backend navigation, content updates and site management.
highpoint
- Vibrant design. A new color palette and landmark cutouts were brought in to reflect the brand and atmosphere of Downtown Milwaukee.
highpoint
- Communicating value: Content blocks were not only templated for easy page building but also designed to elevate the organization’s value to the community and investors.
highpoint
- Maximizing for leads and experience: Giving more space to both the newsletter sign-up field (with an eye-catching design) and footer navigation helped users explore the site and connect with the organization better.
results
- better template flexibility and backend navigation
- vibrant design reflective of brand and community
- pages enhanced for design and usability 75+