Case Study:
Saint John Paul II
National 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
As project lead, I spearheaded the Saint John Paul II National Shrine's website redesign, collaborating with product managers, researchers, writers, and engineers to transform the digital presence and inspire attendance.
I conducted UX research to understand stakeholder and visitor motivations and pain points, ensuring solutions would resonate with user needs. Through competitive research of museums and cultural institutions, I identified best practices adaptable to the Shrine's context.
I developed use cases and user journey maps defining how visitors would interact with the website, from first-time explorers to devoted pilgrims. Throughout development, I facilitated user testing sessions to validate design decisions and ensure the final product would drive both digital engagement and physical visits.
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 50% 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 25% 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.