driving visitors online and off.

Facing changing marketing priorities and CMS limitations, Montana Office of Tourism, (a division of the Montana Department of Commerce, that works with small businesses and tourism partners to improve visitor experience, grow industry and the economy by promoting Montana as a travel destination) asked HY to evaluate their website and recommend a more effective user experience and design. The goal? Increase conversion with a website that was easy to navigate and would boost awareness, inspire future visitors and drive desire to visit Montana.

The Montana Tourism site redesign project involved multiple agency teams working closely with the Montana Office of Tourism over a period of two years across several phases to test, design and create a website that would drive traffic and visitors to Montana.

• partnership. Used an agile, sprint-driven process to allow our team to continually test and collaborate with key stakeholders on ideas, concepts and solutions. 
• data-driven insights. Start to finish, our user-centric process provided continual, data-driven verification for each decision. 
• best-in-class practices. Our research determined several guiding principles to inform the website design, most notably the need for more white space for users to appreciate images of Montana’s “spectacular, unspoiled nature,” our number one selling point. 
• results. Following this agile process, we delivered a refreshed, accessible, mobile-friendly and responsive site to keep VISITMT.COM current with web user experience best practices.