Overview
In 2019, the Buffalo Bill Center of the West undertook a comprehensive digital transformation, launching a redesigned website to modernize its online experience. As PR & Marketing Manager, I led the digital communications strategy, project management, and content overhaul. By refreshing the site’s homepage, streamlining navigation, and prioritizing ticketing integration, we achieved a dramatic impact.
Challenge
At the outset, the Center’s website suffered from outdated visuals, fragmented navigation, and poor mobile responsiveness—issues that significantly limited its ability to engage visitors or support online ticket sales. The site’s design did not reflect the institution’s stature as a Smithsonian-affiliated cultural destination, and key actions like buying tickets or exploring programming were buried deep in the interface. As a result, the digital experience fell short of expectations from both tourists and scholars, undermining broader efforts to elevate the museum’s visibility, drive earned revenue, and reflect the dynamism of its on-campus programming.
My Role & Responsibilities
As project lead, I coordinated between internal teams and external web developers to ensure the redesign aligned with the Center’s mission and marketing goals. I created wireframes and content hierarchies, oversaw brand integration, edited homepage content, and implemented accessibility upgrades to meet WCAG standards. I also developed a strategic layout for the homepage, featuring high-impact visuals and clear “Buy Tickets” call-to-actions, and used analytics tools to test and optimize user engagement.
Before vs. After
- Old Homepage (sourced via Wayback Machine): cluttered visuals, hard-to-navigate menus, and minimal mobile optimization.
- New Homepage: modern design, bold imagery, mobile responsiveness, and prominent, simplified navigation with clear CTAs for ticketing and events.
Results
Following the redesign, website traffic doubled within three months of launch. Online ticket purchases more than doubled year-over-year, driven by a streamlined user journey and enhanced visibility of revenue-generating features. Engagement metrics across the board improved: bounce rates dropped by 30%, and session duration rose by 45%, indicating deeper interaction with the site’s content and offerings.
Impact & Takeaways
This project demonstrated the transformative power of user-centered design, particularly for cultural nonprofits seeking to align their online presence with their institutional mission. It allowed me to lead a project that not only delivered measurable gains in engagement and revenue, but also strengthened the Center’s digital brand and accessibility. The experience deepened my belief in data-informed storytelling and showed how thoughtful design choices can empower both institutions and their audiences.