Georgia Aquarium Website
Featuring one of the largest single aquatic habitats and one of the most abundant collections of aquatic life in the world, Georgia Aquarium is keenly committed to the education and inspiration of future generations through the respectful display of marine mammals and many other aquatic species.
Objective
Reimagine the Georgia Aquarium website to better represents the wonder, the life and the interactive joy visitors experience in person. At the same time, positioning Georgia Aquarium as equal parts attraction and institution.
Solution
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Website Audit
What about the existing website made is outdate and not in alignment with GA’s new vision, strategy, and experience?
Competitive Analysis
What went into the demographic research and what were the key findings that we learned about the audience?
Demographics
What went into the demographic research and what were the key findings that we learned about the audience?
Content Audit
How bloated the old website was and how much of it was old and unused
291 text/html pages
35 PDFs
286 JPGs
78 PNGs
Architecture
How the positioning of GA as equal parts experience and conservation play into the site architecture of the website?
User Flows
How the positioning of GA as equal parts experience and conservation play into the site architecture of the website?
Design
Dynamic Content
86% of aquarium attendees visited the website prior to visiting.
Real-time weather and daily operating hours aid attendees while planning their same day visits.
Geotargeting
Through geo-targeting users within walking distance of the aquarium are greeted by fun animal facts related to their distance from Georgia Aquaium.
