The Louisville Regional Airport Authority (LRAA) oversees the Louisville Muhammad Ali International Airport, Bowman Field, and the Louisville Renaissance Zone Corporation (LRZC). Most known for the Louisville Muhammad Ali International Airport, this organization plays a major role in Louisville’s community.
THE CHALLENGE
LRAA realized their existing website no longer met the needs of travelers. The site was outdated, difficult to navigate, and was not mobile-friendly. Because LRAA encompasses multiple businesses, it needed a robust website that would cater to each business unit. Additionally, the Louisville Muhammad Ali International Airport had recently gone through a renaming and rebranding process and needed a website to reflect this new brand.
THE APPROACH
Through user research and a comprehensive website audit, it was clear the site needed to be divided into two main funnels – passengers and corporate audiences. The passengers were largely new and inexperienced travelers who would use an airport website to gather basic information and step-by-step details. The corporate audiences were more informed and came to the site with a defined purpose.
By utilizing dual navigation, we were able to cater to the passengers while organizing the vast amount of information that this site holds. This, along with a distinct look and feel for each section, helped to guide the user.
THE RESULTS
Louisville Regional Airport Authority is now equipped with a responsive website built to serve specific audiences. After the first month post-launch, site health and behavioral analytics have shown improvements.
