Port of Long Beach

Enhancing Community Engagement for a Global Trade Hub

Interactive Platform - Connecting Port Users to Resources and Stories

B2B

Government

Project Overview

The Port of Long Beach (POLB), a key player in international trade, required a digital platform that showcased its community initiatives and operational importance while engaging diverse user groups. The project’s goal was to create a site that connected stakeholders with POLB’s values, activities, and future plans.

Our Solution & Approach

Working with POLB, the website design focused on providing an informative yet engaging experience. A streamlined content management system, interactive map, and educational resources enabled users to easily explore information about the port’s projects and community programs. Each feature was crafted to simplify navigation and make it easier for various stakeholders to stay informed about the port's growth and environmental commitments.

Research & Analysis

We conducted interviews with the board of directors and essential figures in the Long Beach community to understand their vision for the port. The key insights from these discussions guided our branding approach to position POLB as innovative, efficient, and community-friendly. Our research revealed that the existing website was fragmented and too text-heavy, which discouraged users from returning or engaging further.We also analyzed user needs to define seven distinct personas—each with unique objectives ranging from acquiring permits to understanding the environmental initiatives of POLB. This analysis helped us develop a targeted content strategy and navigation flow.

Top Issues Identified

Fractured user experience due to an overly complex and text-heavy website
Multiple user personas with differing needs, requiring customized content paths
Lack of a clear identity that communicated POLB's innovation and commitment to the community
Need for flexibility in the website structure to facilitate content updates and brand evolution

Design Strategy

Our design strategy aimed to create a world-class digital presence that emphasized the port's dedication to innovation and community impact. We identified four core content pillars for the website: highlighting the port’s innovative efforts, promoting its state-of-the-art facilities, demonstrating economic contributions, and communicating environmental stewardship.
To address these needs, we built a website architecture that prioritized intuitive navigation, clear messaging, and easy access to resources like permits and documentation. The interactive map provided an engaging way for users to explore the port, while the educational kiosk helped connect younger audiences to the port's story.

Impact & Results

POLB saw a significant increase in commercial leads, with improved engagement across user types. Bounce rates decreased while Time on Site (TOS) increased, showing that users found the platform easy to navigate and engaging. The new site effectively supported both community and business goals.