The Philadelphia Convention and Visitors Bureau (PCVB) has the staff, resources, and knowledge to help meeting professionals plan amazing events in Philadelphia for groups big and small. Their website, however, wasn’t connecting the right people to everything they have to offer.
discoverphl.com
To create a website for meeting planners, we sought to learn everything we could about event planning and the most common challenges meeting planners face choosing a city for their event.
Taking everything we learned, we developed a web strategy that was focused on key resources and tools for meeting planners.
We designed and built the website to showcase the best of Philadelphia while also making it simple for meeting planners to start planning their event.
We conducted interviews, ran surveys, analyzed the competitive landscape, performed secondary research, and had conversations with meeting planners who have worked with the PCVB.
Each bit of new information helped us understand the main challenges, desires, and questions meeting planners have when considering to host an event in a particular city.
Meeting planners typically consider hosting their event in several cities. So, it was our job to understand what they look for in a city and how the PCVB website can position themselves as the easy choice.
These were our big takeaways.
We collaborated with the PCVB team to chart the specific journey each of their target audiences must take to achieve stated goals on the new site. Ironically, this structured exercise allowed us to think outside the box, coming up with new ways to engage, delight, and reduce friction in the UX.
We developed a new direction for PCVB’s sitemap that put meeting planner’s needs first. By clarifying the main navigation and elevating an fresh venue search tool, we created an experience that inspires meeting planners to host their next event in Philadelphia.
The PCVB site was designed to be engaging, but extremely pragmatic, as well. A key feature of this practicality is a Venue search tool. Our technical team was able to code a dynamic search function, that allows meeting planners to browse, save, and contact event venues, hotel accommodations, and local businesses. With this tool, users can filter results by amenities, location, and special qualities (e.g. an LGBTQi+-owned business).
Implementing features such as alternative text for images, keyboard navigation, and ensuring compatibility with screen readers, we optimized the website for seamless accessibility across different devices and platforms. By prioritizing inclusivity and adhering to ADA guidelines, we not only enhanced the user experience for all visitors but also demonstrated our commitment to creating digital spaces that are welcoming and accessible to everyone.
