THE PORT OF SAN FRANCISCO
Website Redesign & Development
BCOMM partnered with InkëDesign, FivePaths, and Andrea Baker Consulting to collaborate on the redesign of the Port of San Francisco's (SFPORT) website, with the primary objective of enhancing user interface and experience on the site.
This comprehensive project was divided into strategic phases with the goal of launching a newly designed, visually appealing, user-friendly, and accurate representation of the Port of San Francisco, located on the City’s iconic waterfront.
Stakeholder Engagement, Research & Metrics
Exploring Website Usage through Stakeholder Interviews
Our project team initiated the redesign project by first engaging with the Port's internal stakeholders, such as Executives, Commissioners, and staff, as well as external stakeholders, including tourists, tenants, advisory groups, neighborhood associations, and transportation agencies.
Through conducting one-on-one interviews, we gained valuable insights into how the existing website was utilized by different stakeholders, identified pain points experienced during website usage, and gathered suggestions for enhancing their interactions with the Port website.
This stakeholder engagement approach laid the foundation for our Human-Centered Design strategy, which prioritizes real people and places them at the core of the development process.
The stakeholders included:
Examining Website Performance Metrics
We utilized Google Analytics as a tool to analyze the existing key metrics, including traffic, engagement, and devices used to access the website. Additionally, we examined the average session duration, which represents the amount of time users spent on the website, as well as the most frequently visited pages.
We then compiled both the qualitative and quantitative data to prepare a presentation that we would use to gather additional feedback from the Port’s internal staff and leadership.
The stakeholder engagement process was led by InkëDesign. Our BCOMM team served as project managers and conducted some stakeholder interviews, and Andrea Baker Consulting also supported on the stakeholder interviews.
Our collective team then presented findings from the stakeholder interviews and online research to the Port’s website committee, which was composed of a representative staff member from each department at the Port.
Findings indicated that the existing website was:
Listening to the Port's stakeholders we found that the new website should:
Represent the Port in a more visual way
(Open Spaces, Restaurants, Views, Etc.)
Be friendly, inviting, open and diverse just like the Port staff and its patrons
Show we understand our diverse users / visitors and their specific and very different kinds of needs
After discussing our findings with the website committee, our project team presented suggestions for implementing functionalities that would address user pain points, enhance navigation, and enable visitors to interact with content in an intuitive manner.
We conducted a content audit by cataloging and analyzing all the SFPORT.com’s website content.
From the content audit, we found:
The homepage fell flat design-wise, and only had a title and text
Each page lacked accessibility for visually impaired users
The website menu, or navigation bar items had a lot of pages that weren’t visible, or easy to access from the menu
By understanding and evaluating the current content, this informed our next phase in the website redesign.
The Content Audit was a collaborative effort between BCOMM and InkëDesign.
Website Redesign & Development
One of the key features of the new website was an interactive map, which was an important functionality for stakeholders.
The interactive map showcased the full 7.5 miles of the Port property, and had an ability to filter restaurants, businesses, and activities
The interactive map would help users first understand the scale of the Port, the diverse opportunities at the Port, and how the Port is connected to the Bay, the world and the City of San Francisco
The interactive map allowed users the ability to filter pages easier and increase user experience and navigation
SFPORT.com goes live!!
Once we received final approval, and implemented all feedback, the Port of San Francisco’s website was pushed live!
The results were astounding and increased engagement, impressions, and overall traffic to the newly designed website.