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South Carolina State Parks Website


  • Sketch
  • InVision


  • Taxonomical structure
  • Labeling
  • Wireframing


  • Information Architecture with Katherine Wahl at Northeastern University College of Professional Studies 

The current state of the Parks website is grim

Although the interface of the website appears to have been recently improved, the information architecture of the site desperately needs to be revised.

Current problems:

  • Unclear labeling of menu items and buttons
  • The Call to Action, booking a campsite, isn't prominent
  • No clear organizational structure, the content on the pages doesn't make a lot of sense
  • There's no taxonomical metadata to help clarify listings

What it means for users:

  • Users click on the wrong pages
  • Users are confused
  • Users don't understand the results they're given
  • Ultimately, there are less conversions because the users don't understand where they are on the site

The current global menu has an unclear hierarchy between the primary and secondary menus, uses a strange tree/arrow to hide the individual park names, has a misleading label "Travel Tools," and groups content that shouldn't go together.

The proposed global menu has clearer labeling, better hierarchy between the primary and secondary menus, and has grouped content sensibly.

Homepage wireframe

In my proposed re-structuring, the order of the content on the page makes more sense.

The grouping is more relevant, so blocks of content that are similar are closer to one another on the page.

All of the unnecessary content has been removed, which makes the page much less cluttered and therefore easier to read.

The Calls to Action are pretty impossible to miss on this revision.

Implementing these changes, and applying this thought process across the site, would ultimately lead to more conversions for the park!

Using Format