Recent reports suggest that mobile devices make up about 20% of U.S. web traffic. An analysis of St. James web traffic over the past couple of years showed that visitors often consulted the main website from their phone to get directions, view parking information and find their favorite artists. DBS saw this trend as an opportunity and recommended redesigning St. James website to offer an optimized experience for all types of devices
To help the 2012 St. James Court Art show update its identity, we started by taking a fresh look at their brand. Modeled after popular St. James posters from years past, the new website features vibrant colors and prominent callouts to the website’s key sections. The new homepage shows off artwork of the iconic fountain and three large buttons offer visitors the opportunity to search the website, get directions or sign up for the newsletter.
The mobile version of the website utilizes a custom mobile theme to optimize the experience for handheld devices. Content is stripped down to only the pages that a mobile visitor would find useful. The highlight of the mobile website is the interactive booth map, which pinpoints the booth location of each artist in the show and color codes them to the category of art they create.
A responsive design ensures that regardless of what type of device visitors use to view the website that they will receive an optimal user experience.
The 2012 show went off without a hitch and the new website drew more attention to the show than ever. The mobile website enjoyed front page treatment on Louisville’s local weekly, Velocity. Mobile traffic increased by nearly 9.42% in 2012 and mobile visitors browsed the site for 10 seconds longer than 2011.
The interactive booth map proved to be a very useful feature for all audiences. Over the course of October 2012, the interactive booth map saw 6,931 page views. The typical visitor used the map for an average of 1:27 seconds.