Inspiring the support of projects and programs that preserve and protect Yosemite National Park.
Yosemite Conservancy (YC) needed us to showcase the physical beauty of Yosemite National Park in a digital environment to empower people to take action to ensure the park thrives for future generations.
To build a website that didn’t just look nice but truly served the needs of YC’s audiences, we dug deep into the behavioral science and garnered a deep understanding of YC’s key audiences.
On Site Workshop
We flew out to San Fransisco and met for a day long workshop with the YC team. This collaborative workshop gave us the chance to get to know the team and understand their goals for the website build.
We engaged in numerous design thinking activities to clearly define audiences, identify personas, and map journeys.
Qualitative & Quantitative Research
We conducted extensive qualitative and quantitative research – spanning from analyzing existing site tracking data to deploying surveys to current audiences – we identified, segmented, and humanized YC’s audiences to craft a successful strategy.
The Science Behind it All
The website’s foundation rested on six key behavioral science principles. One key principle that shines through is the
Leveraging this effect we closed the geographic and psychological distance one may feel from the park through breathtaking imagery and the use of Social Norms via testimonials from supporters who reflect those visiting the website.
From Ideas to Concepts
We translated abstract concepts to high fidelity wireframes, giving the team an understanding of how all of the new site’s pieces would fit together and where specific content would live.
Showcasing Impact & Driving Supprt
Interactive elements draw supporters in while showcasing YC’s impact with clear default (
Status Quo Bias
) pathways to make a donation, volunteer, and support.
Bringing the Park to Life
Expanding on YC’s core design attributes, we brought to life the beauty and awe of the physical park through the
Picture Superiority Effect
with the intentional use of a unique color palette and breathtaking imagery.
A mobile responsive, fully interactive website showcasing YC’s impact in a clear manner, while serving key audiences with the resources they need and a pathway to support and donate towards the park’s longevity.