Port of Long Beach

Project Overview

The Port of Long Beach needed a digital platform to connect the community to port updates, environmental stories, and educational resources. The goal was to improve clarity, showcase sustainability efforts, and strengthen public engagement.

Our Role

We designed an interactive, content-driven website that:
• Made it easier for users to find information based on interest or audience type
• Highlighted environmental efforts and port initiatives with clear messaging
• Streamlined navigation for different user journeys (residents, educators, businesses)
• Included flexible templates for ongoing updates and resource sharing
• Was built to be SEO-friendly and mobile responsive for all devices

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

The new platform led to a stronger digital presence and higher engagement across user types. Bounce rate decreased while time on site increased, and the platform became easier to update and maintain. The improved design helped the port showcase community initiatives and tell its sustainability story more effectively.

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