Greater Miami Convention and Visitors Bureau

Case Study

Greater Miami Convention and Visitors Bureau

Convention and visitor bureaus (CVBs) are semi-public organizations which use taxpayer funding to promote destination cities – in this case Miami. In an era of Yelp, AirBNB and Tripadvisor, CVBs are tasked with drawing visitors to a destination and, in particular, with encouraging hotel stays. It is, in trade vernacular, all about putting heads in beds.

The Greater Miami CVB wanted to switch to a responsive design controlled by new content management system. They had three different audience groups (and messaging approaches): national and international tourists; meeting planners (essentially a B2B play); and, locals who visit the site for partner promotions such as the prix fixe Miami Spice month.

Working closely with the interactive agency for this project, Fuseideas, and the client team, the recommended site build included:

  • Treating Greater Miami as a series of neighborhoods, each with a distinctive vibe and subset of partner activities and hotel experiences
  • Personalizing recommendations based on user viewing history and an interactive tool that lets visitors dial-in interests
  • Integrating web-based tools that allow partner hotels, restaurants and other businesses to keep amenity and event offerings up-to-date on the GMCVB web site
  • Tracking and measuring links to partner sites as a concrete KPI

Tasks & Deliverables

  • Discovery stakeholder workshops
  • Discovery user interviews
  • Heuristic review of GMCVB and related sites (Landscape Analysis)
  • Strategic recommendations & discovery findings
  • Personas & user journeys
  • Site map
  • Wireframes
  • Usability testing

Similar Projects & Clients

  • Cayman Island Dept. of Tourism
  • Collette Travel
  • Nashville Airport
  • Philadelphia Airport
  • Pittsburgh Airport

Work Samples