Summary
These two separate, but similar, projects focused on combining acquisitions into a more comprehensive location-based site structure on our larger digital presence in both Boston and the Greater Washington DC Area.
In Boston, City Cruises by City Experiences had acquired Boston Harbor Cruises in 2019, and in the Greater DC Area, City Cruises by City Experiences had acquired Potomac Riverboat Co. in 2016.
Both strong legacy brands with water taxi components, these services were present, but not integrated on the site structure for the City Experiences site. Working directly with stakeholders for the City Cruises Boston & DC team, as well as the acquired brands, we were able to make these experiences more visible for purchase. This move also optimized these port pages for SEO.
The Process
The Process: Boston Site Structure
Our Boston acquisition was a high performer. However, when integrated into the City Experiences domain, performance dropped. To fix this, we took a comprehensive look at the product page and evergreen page structure with our local team.
During this process we found:
- On-Page Structure
- Product pages were long and overly image heavy- and reducing load time
- Pages didn’t have a clear booking calendar/flow
- Checking out to purchase was a three-page process, instead of the fleet standard of two
- Contained a full FAQ section – creating duplicate page info (harming SEO) and encouraging out of funnel actions
- The URL structure had an extra layer (/boston/city-cruises/boston-harbor/[product]) vs (/boston/city-cruises/[product])
- A need for top-level navigation and landing pages to support these “new” product types
The Action
- Migrated our internal product system to format in shorter, more enticing product pages
- Created a re-direct system that sent relevant pages to corrected urls and allowed us to collapse redundant pages and streamline the guest experience.
Product Page Before 
Product Page After Re-Structure
New Sightseeing/Tranit Page Site Structure – Accessible From Navigation
The Process: DC Site Structure
The Potomac Riverboat Co. pages were hidden within the DC subfolder of the site. This created a hard-to-access experience for Water Taxi commuters and sightseeing customers. To better integrate these products, their respective vessels, and information into the DC digital architecture, we moved the products and pages and removed & condensed duplicates where possible to better serve the larger DC market. This also provides clarity in alignment with the portfolio-wide approach to location-based experiences.
During this process we found:
- Unnecessary/Un-used pages
- Hard-to-find FAQ sections
Process Steps Coming Soon! For more details about my experience with information architecture + site structure please check out my Experience Page!