User experience and user interface design builds recognition, trust and relationships with users when platforms are easy to navigate and showcase engaging content. In turn, improved user experiences and interactions on the front result in better SEO and conversions for marketers on the back end.

The California Museum’s original website was a virtual location for its onsite programs and provided visitors with interactive activities on the state’s history and culture. Built largely in Flash and funded by a grant from Adobe, the site was attractive but not mobile-friendly and became cost-prohibitive to update and the victim of decreased search rankings. Two redesigns in 2013 and 2020 addressing navigation and functionality on the front end generated 70% more leads, reduced bounce rates by 20% and organic visibility by 27%.