Case StudyCaso de EstudioCas d'Estudi
User-Centered Website Reconstruction For a UN Agency
Websites for large organizations often evolve into unwieldy platforms. Organizations turn sitemaps into mazes by constructing navigation around internal structures instead of external use. In addition, websites of this size require scalable infrastructure to accommodate large traffic influxes.
The UN World Tourism Organization (UNWTO) faced a critical challenge: their website, meant to be a global hub for the tourism industry, had become a labyrinth of information and provided a fragmented user experience.
The Challenge: From Maze to Marvel
Imagine trying to navigate a website with 35 microsites, each operating in its silo. That was the reality for UNWTO's users. The organization's digital presence mirrored its internal structure rather than serving its global audience. The result? A fragmented user experience that undermined UNWTO's mission to promote sustainable tourism.
Website Objectives: User-Centric and Cloud-Powered
UNWTO needed more than a facelift; they needed a digital transformation. Their goals were ambitious:
- Create an intuitive, user-focused experience
- Develop a mobile-first design
- Implement a scalable infrastructure to handle traffic spikes
- Enhance security and SEO
Drupal CMS & AWS Cloud Architecture
SEIDOR Opentrends assembled a dream team of UX designers, developers, and cloud experts. This felt like a cultural shift for UNWTO. Collaborative workshops involving 50 stakeholders aligned the organization's digital strategy with its global mission.
The team chose Drupal 8 CMS for its flexibility and robust modules. They custom-built features to meet UNWTO's unique needs. But the real game-changer? A cloud-native AWS infrastructure that ensured the site could handle global traffic surges.
''It marks a significant qualitative leap, moving beyond outdated technology and communication methods. The outcome aligns with the latest technological and visual standards in digital communication while offering the flexibility to adapt to future technological and communication advancements.''
Marcelo Risi, UNWTO Director of Communications
A Website Redesign to Surpass KPIs
Within a year, the new UNWTO.org shattered its performance goals:
- 30% increase in website users
- 22% boost in organic search traffic
- Longer session durations and lower bounce rates
But numbers tell only part of the story. The real triumph came during the COVID-19 pandemic. As the world turned to digital platforms for information, UNWTO's new website rose to the challenge, handling the surge in traffic with ease.
"Main navigation data confirm that the chosen approach was successful, delivering a product that consistently met the exponential surge in demand for digital communication during the COVID-19 pandemic."
Mr. Marcelo Risi, UNWTO Director of Communications
The UNWTO case shows how, with the right vision and execution, digital transformation can be a powerful catalyst for organizational change and global impact.
Experience Designed Websites
UNWTO's journey isn't just about a better website. It's a testament to how digital transformation can realign an entire organization with its mission. By putting users first and embracing cloud technology, UNWTO didn't just improve its website — it revolutionized how it communicates with the world.
Contact us using the button below if you need a complex website that meets multifaceted goals, provides technical advances, and uses a modern, user-centered design. Opentrends designs websites to transform user experiences digitally. Learn more about our experience design solutions.