Monticello's previous digital presence wasn't built to serve the breadth of people who need it. That included teachers searching for classroom resources, tourists planning visits and purchasing tickets for specialized tours, and locals looking for events. Through user research, we identified these distinct audiences and their specific needs, then rebuilt the site around utility and clarity.
The new platform gives visitors straightforward paths to what they're looking for, whether that's booking a tour, finding educational materials, or exploring upcoming programs. We developed a content strategy that speaks to each audience without overwhelming them, and built the site on a technical foundation that can scale as Monticello's digital needs evolve.
The e-commerce system now handles multiple tour types and ticket options with less friction. The CMS empowers Monticello's team to update content, add programs, and manage their digital presence without technical bottlenecks. The rebrand brought visual consistency across the experience while respecting Monticello's heritage and significance as a World Heritage site.
The result is a site built for longevity: flexible enough to adapt, robust enough to handle growth, and focused on making Monticello more accessible to everyone who wants to engage with it. By nurturing the Monticello audience, they in turn can support Monticello with visits, engagements, and donations over their lifetimes, preserving it for future generations.
