A Site That Stalled Progress
NCRR's website was more barrier than bridge. A clunky design was reinforcing the perception of a 19th-century landlord instead of a modern partner, leaving visitors confused about NCRR's role and causing opportunities to stall.
The Gap in Brand Confidence
Research showed people lacked confidence in NCRR and needed clarity with how to engage. A new site had to carry the partnership philosophy forward through practical and actionable features, shifting user mentality from “no” to “go.”
Using Design to Drive Action
We rebuilt NCRR.com to cut clutter and focus on the key conversion drivers. Showcasing expertise adjacent to projects and new ways to collaborate, the site would boost brand confidence and drive partner relationships.
User-Centered Approach
Design starts with User Experience Research, which I facilitated through workshops with partner and persona interviews, journey mapping, and scenario planning. We prioritized features and streamlined the content hierarchy. This process reduced clutter and put user needs front and center, positioning NCRR as a true partner.
Informational — User needs answers
- Where’s the NCRR corridor?
- Who owns the railroad?
- Can I connect to a track?
Transactional — User is ready to act
- I want to apply for a job.
- I want to submit surveyor form.
- I need to get a permit.
Navigational — User is wayfinding
- What are the current routes?
- Where's the 1899 Depot?
- Show me properties for sale.
Commercial — User is considering services
- Do you have partner testimonials?
- What about economic development?
- Are there transportation grants?
Streamlined Navigation
Frequent: Will most customers do this task at least 7/10 times when they visit?
Important: Does a particular feature deserve added visibility because it's vital or valuable?
Typical: Should people expect to find this item in the nav, on the rare occasion they look?
Results
- Expanded brand identity to web and digital channels.
- Drove partner inquiries through new ways to work with NCRR.
- Established credibility and expertise across services.
- Reduced clutter to boost retention and conversion rates.
- Increased clarity including search visibility and performance.
- Showcased positive economic impact in the community.
Deliverables
- Brand Identity
- Information Architecture
- UX Research & Design
- Development