Case Study:
Saint John Paul II
Shrine
Background
The Saint John Paul II National Shrine is a prominent religious and cultural destination in Washington, D.C., welcoming millions of visitors each year.
The organization recognized that its original website was not effectively engaging visitors or encouraging in-person attendance. The site lacked contemporary design elements, clear navigation, and compelling content, resulting in missed opportunities to connect with both new and returning audiences.
The challenge was to refresh the online brand presence and increase both digital engagement and physical visits to the Shrine.
Responsibilities
I led a cross-functional team—including product managers, researchers, writers, and engineers.
The overarching goal was to deliver a website that was more informative, inviting, and aligned with the Shrine’s mission, ultimately driving increased engagement and visits.
UX Design:
Crafting an intuitive, visually appealing interface.
UX Research:
Understanding the needs and behaviors of both stakeholders and visitors.
Competitive Research:
Analyzing museum and presidential library websites for best practices.
Wireframing and Prototyping:
Creating and iterating on design concepts.
Use Cases:
Defining key user journeys and scenarios.
User Testing:
Validating design decisions with real users.
Initiatives
I Conducted user research and developed The redesign process followed a comprehensive, user-centered approach:
Stakeholder and Visitor Interviews:
Gathered feedback from staff, volunteers, and visitors, highlighting needs for easier event info, clearer directions, and richer multimedia content.
Competitive Research:
Analyzed top museum and presidential library sites for best practices in event calendars, virtual tours, and storytelling to boost engagement.
UX Design and Information Architecture:
Created personas and journey maps, then wireframed the site for intuitive navigation and strong calls-to-action.
Prototyping and Iteration:
Built prototypes to test user experience, refining visual and interactive elements.
Use Cases and User Testing:
Defined main user scenarios, then tested with diverse users to resolve usability issues.
Content Strategy and Multimedia Integration:
Collaborated with creators to include engaging stories, quality images, and features like virtual tours and event calendars.
Outcomes
The redesigned website launched with a contemporary, user-friendly interface that better reflects the Shrine’s mission and values. Key outcomes included:
Increased Engagement:
The new site saw a notable rise in time spent on page, return visits, and social media shares.
Improved Visitor Experience:
Clearer navigation and enriched content made it easier for prospective visitors to find information about events, exhibits, and planning their visit.
Higher In-Person Attendance:
The site’s enhanced call-to-action and event promotion contributed to an increase in physical visits to the Shrine.
Positive Stakeholder Feedback: Staff and volunteers reported that the new site better supported their outreach and educational efforts.
By leveraging a user-centered design process and competitive insights, the Saint John Paul II Shrine’s website now serves as a more effective digital ambassador, inspiring greater engagement and connection with its audience.