City of La Crosse, Wisconsin

The local city is a medium-sized municipality located in the southwest of Wisconsin on the shores of the Mississippi River. The community features a local state university and various events throughout the year that draws visitors throughout the region.

The Problem

The local city wants a new website so that it can appear modern and up to date to its citizens while also being able to update their site easily with news and events. The user experience design work will offer a direction for the project and encourage the client to think about their site through the eyes of their users.


  • Surveys
  • Analytics
  • Heatmaps
  • Remote Usability Testing
  • Affinity Diagrams
  • Wireframes


  • Surveymonkey
  • Google Analytics
  • Lucky Orange
  • Userbob
  • Adobe XD

Summary of Role

  • User experience research and design
  • Generate usability reports
  • Conduct hands-on workshop

Discovery Phase

The early stage of the project will see data gathering using a number of research methodologies: discovery survey, community survey, remote usability testing, analytics, and heatmaps.

Surveymonkey Graph
Surveymonkey Word Cloud
Lucky Orange Heatmap

Initial Wireframes

Initial wireframes are created from the data generated through the discovery phase. The first steps in creating the wireframes will be to gathering notes and diagramming them. Low-fidelity wireframes will be drawn from the notes and then recreated as mid-fidelity wireframes in Adobe XD to be presented to the client in an upcoming workshop.

Workshop and Final Wireframes

After gathering data from the discovery phase and developing the initial wireframes, both the data and wireframes are presented to the client in a workshop conducted through a conference call. After the presentation of the initial wireframes, we collaborate with the client to create a final wireframe.

City of La Crosse, Wisconsin Homepage Wireframe

Final Steps

With the approval of the discovery phase of the city website, the project moved toward the future phases with the results of the research informing content strategy and the wireframes informing design and development.

The typical timeframe of a city website project lasts about nine to twelve months with the user experience research and design occurring in the first two months.

City of La Crosse, Wisconsin Homepage Screenshot

City of La Crosse, Wisconsin (Website)