Colonial Williamsburg needed a digital transformation that honored its dual identity: a cherished historical institution and a vibrant tourist destination. The existing digital ecosystem was fragmented across three separate sites – Colonialwilliamsburg.com, history.org, and marketplace.com – resulting in a disjointed experience for users and operational inefficiencies for internal teams.
HOW MIGHT WE?
…create a unified digital experience that inspires modern visitors while honoring the historical legacy of Colonial Williamsburg?
What we Did
We studied audiences and their needs
We conducted user and desk research to develop a clear understanding of Colonial Williamsburg’s diverse audiences – tourists, educators, donors, and scholars – ensuring the new digital experience would serve each group’s unique goals.
We defined objectives and guiding principles
Together with stakeholders, we aligned on primary redesign goals and collaboratively defined brand principles that balanced modern usability with the authenticity of Colonial Williamsburg’s heritage.
We established a unified vision and navigation model
We set a vision for a consolidated digital ecosystem and created a unified navigation model that streamlined access across three previously fragmented websites.
We explored concepts and created a design language
Through iterative concepting and co-creation, we tested multiple directions before arriving at a unified design language – modern yet respectful of Colonial Williamsburg’s history, bright and engaging, and scalable across responsive and marketing channels.
We inventoried and restructured content
We conducted a comprehensive content inventory, mapping every page of existing material, and reorganized it within a flexible, modular framework that improved discoverability and management.
We designed and prototyped the experience
We created over 300 wireframes and built a modular component library of 130+ reusable elements, assembling them into more than 200 unique page designs.
We delivered a scalable modular design system
The final system empowered internal teams to manage and evolve the site efficiently, while giving users a seamless way to book lodging, purchase tickets, and explore history.
The Result
The redesigned platform unified three legacy sites into a cohesive digital presence – improving engagement, simplifying trip planning, and strengthening Colonial Williamsburg’s brand identity for modern audiences.
Unified user experience
Three legacy sites (ColonialWilliamsburg.com, history.org, and marketplace.com) were consolidated into a single cohesive experience.
Seamless user journey
Visitors could now research, plan, book lodging, buy tickets, and shop merchandise all in one place.
Scalable design system
The new design language preserved CW’s character while enabling growth across new channels and campaigns.
Improved discoverability
Cross-promotional content modules and personalized pathways enabled users to easily find relevant information.
Operational efficiency
AEM integration empowered internal teams to manage and update content more efficiently across departments