Creating a Powerful Tool for Inclusion, Engagement and Growth at the Presidio

Challenge

The Presidio – a 1,500-acre national park in San Francisco famous for its beautiful trails, historic sites and Golden Gate Bridge views – approached Material to build a new digital experience and content management system (CMS) that would enable its digital ecosystem to grow over the next decade. Our goal was to redesign the website to help the Presidio attract a more diverse group of visitors, including people with mobility limitations. Since the Presidio itself is constantly evolving – from changing seasons to new features and events – we needed to design a flexible site that could reflect these changes and help promote the restaurants, coffee shops and other businesses located in the park.

Approach

Conducted ethnographic research, community focus groups and future envisioning workshops to learn what stakeholders needed
Created user personas and journey maps
Performed a comprehensive technology audit and platform selection to deliver a long-term technology evolution roadmap
Created a component-based modular architecture, which accelerated content creation and elevated editorial experience
Utilized the Presidio’s brand style guide to create a robust design language system for the new module library – the foundation for a scalable, flexible and easily maintained website
Created and implemented a site performance measurement plan
Optimized the Presidio’s content for SEO keywords
Enabled cross-platform modules that can be leveraged for kiosks, electronic signage and other digital or print communications
Delivered enhanced multilingual capabilities across a responsive and accessible website

Outcomes

The Material team partnered with the Presidio Trust to create a website that acts as a guide for anyone planning a trip to the Presidio. It proposes itineraries and self-guided adventures that align with specific interests. It highlights park features such as scenic views, trails, food vendors, beaches and historic landmarks, and maps out access for those with limited mobility. Our team was fully immersed throughout the launch, working with diverse stakeholders including community experts to reimagine the park’s digital ecosystem.

The Presidio team has seen impressive performance metrics since the site launched in August 2023: scores of 100 in the accessibility and best practices categories for both desktop and mobile, SEO scores in the 90s and high overall performance rankings across devices. Overall, the site is ranking well for keywords such as attractions, beaches, camping, Golden Gate, hiking, trails, playgrounds and walks.

Take a look around and enjoy the views!