High Line
Friends of the High Line
Description
The final section of the High Line, a park built on an old elevated railway in NYC, was opening after nearly 15 years of advocacy to preserve the structure. The Friends of the High Line, the non-profit organization which maintains the High Line, wanted to take this opportunity to redesign their website. Subsequently, FHL looked partner with us for future digital needs including continuous development of the website, an app, and digital signage at the park.
Website, eCommerce
Results
Discovery Findings & Design Themes
Wireframes
Interactive Map Axure Prototype
Homepage Options Axure Prototypes
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To better understand why lovers of the High Line are so passionate about it, I instructed the team to visit the park at least once and pointed out things that they should pay attention to and report back. -
In addition to the field research, desk research and conversations with the staff, we developed 5 core themes for the website and a long term strategic roadmap for all things digital. -
I utilized the research and worked closely with the client to develop a site structure that addressed the diverse needs of the client and the the targeted audience of local New Yorkers. -
To ensure that solicitations for donations would not annoy the user I outlined messaging at specific parts of the site that would be in context such as calling attention to member discounts in the shop area of the site. Transactional forms were also optimized. -
The High Line had ambitions to expand their ecommerce offering online from their modest offering of 150 products. We worked closely together to outline a core set of features that would not be over complex for their current size, but would easily be expandable in the future if they were to include more complex features. -
Being an unusual shape for a park, visitors often have trouble finding specific things on the park. I worked closely with the designer and developers to wireframe, prototype and refine the interactions for the interactive map.