In an era of dynamic, 360-degree video, location-specific services, high-definition smartphones and consumer demand for instant information, the Hawaii Tourism Authority (HTA) website was short on visuals, unintuitive and decidedly antiquated. It was MySpace in a Facebook world.
“All you had to do was go and look at it,” said Leslie Dance, HTA vice president of marketing and product development. “On the homepage there were 27 choice points of where to go, it was crazy. There were Band-Aids on top of Band-Aids to keep the site up to date.”
So when the HTA embarked on a redesign of GoHawaii.com this year, Dance and the team knew they had to wipe the slate clean and take a fresh look at what travelers want now and what they will seek in the future. The site had not…