18-SAT-0058 Case Studies

ART + SCIENCE. SAN ANTONIO INTERNATIONAL AIRPORT Website Redesign & Development CASE STUDIES DECEMBER 20, 2018 PAVLOV Advertising, LLC

Case Studies The following describes examples for similar scope website projects. Check out more of our portfolio of work at www.pavlovagency.com. DALLAS FORT WORTH INTERNATIONAL AIRPORT www.dfwairport.com Challenge Dallas Fort Worth International Airport tasked PAVLOV to design a new version website to align with their recent rebranding, simplify layout and restructure content to help visitors find information, and make more user-friendly for the passenger audience especially. Stimulus Our team worked closely with the Airport to analyze past results and feedback to rework the site architecture, splitting the menu between passenger content and business, careers & community related pages. The overall solution provides a streamlined approach, yet with more robust and helpful features that have the end user in mind. A homepage widget for common functions including flight search and links to heavily visited areas was implemented to guide users and icons depict key sections for quick navigation. Custom features were designed within interior page sections to make it easier to search for and track flights, compare parking options, filter for restaurants and services, and more. Usability testing of a prototype version of the website provided confirmation that visual design elements were on point, as well as revealed insights that refined the design and development to further enhance and improve the user experience. Response Launched in February 2016, the new website has improved user experience especially among the primary audience of passengers to increase site usage: • 3 8% increase for average time on site • 14% more pages viewed per session • 24% improvement for bounce rate Technologies Oracle content management system Custom Type HTML5 JavaScript PAVLOV Advertising, LLC 2

Technologies 443 Oracle Content Management System Custom Type HTML5 JavaScript PAVLOV Advertising, LLC

Additional DFW Airport Web Projects In addition to web design and strategic consulting on the main www.dfwairport.com website as well as the internal intranet site, and support with display advertising, search engine marketing, search engine optimization, and email marketing, PAVLOV has completed the following web projects for DFW Airport: Microsites • C ommercial Development Microsite - www.dfwairport.com/landhere/ • Concessions Microsite - www.dfwairport.com/concessions • C areer Microsite • B rand Microsites - Teaser and Launch PAVLOV provided information architecture planning, design and development to produce several new microsites for DFW Airport. The new sites provided fresh designs that align with the new brand and an interactive experience based on the goals of each project, and analytics where possible. Journey Planner Online Tool www.dfwairport.com/journeyplanner/ Based on the inspiration of a city trip planner, the DFW Airport journey planner was custom designed and developed to allow travelers to plan points of interest to visit while at the airport. The tool guides users through a quick series of timing and preference prompts to arrive at a personalized and sharable itinerary for their time at the airport. This project involved partnering with the data feed and map vendor and a specialized development team to achieve an integrated experience with robust information. The journey planner won a 2018 Moodie Award (airport and travel retail digital media awards) for Best Airport Microsite. Touchscreens The touchscreen kiosks within the terminals on-site at DFW Airport offer an interactive way for travelers to locate a restaurant, shop or service within the airport. These required a brand refresh to reflect the updated brand styling. PAVLOV took the opportunity to conduct usability testing and provide a new design and full user experience revamp to improve the ease-of-use and content the touchscreens provided. The updated touchscreens are more clean, clear and user-friendly screens for guidance within the airport. The digital touchscreen design also won a 2018 Bronze ADDY Award. Mobile Application PAVLOV provided design guidance, user experience insight, development, and new feature ideation to the DFW Airport mobile application development team. PAVLOV Advertising, LLC 4

NORTH DALLAS BANK & TRUST www.ndbt.com Challenge North Dallas Bank & Trust came to us with the desire to refresh its look to appeal to a new, younger demographic, yet continue to appeal to current customers. Stimulus We helped North Dallas Bank & Trust determine their archetype as a sage brand where they focused on truth and trust. With a purpose of providing banking that leads to smarter choices in business and in life, we provided rebranding that communicated their authentic intelligence as an essence rather than a tagline. In a dehumanized generation, North Dallas Bank & Trust has positioned itself as an essential advisor by becoming the bank with a high Y.Q. – “You” quotient. The website revamp reflects this brand repositioning with a more modern design, updated style elements and reconfigured site architecture that caters to both personal and business banking customers. Sections of the website also emphasize learning and that NDBT will support clients in their banking journey. Response The new website launched at the end of July 2018 and has already seen increased traffic. It has also been well-received internally and by customers visiting branches and calling in to customer service. • Reduced bounce rate 30% • 1 5% increase in number of sessions per user • 12% increase in sessions Technologies HTML5 JavaScript PAVLOV Advertising, LLC 5

Technologies 6 HTML5 JavaScript PAVLOV Advertising, LLC

ST. CLOUD METROPOLITAN TRANSIT COMMISSION www.ridemetrobus.com Challenge St. Cloud Metro Bus, located outside Minneapolis in St. Cloud, Minnesota, looked to PAVLOV to create a new website for ridemetrobus.com. Objectives included replacing the dated look with a visually appealing design, improving accessibility and maintenance, and adding more robust tools to aid riders. Stimulus The result is a fresh new website with motion-style photography taken locally in St. Cloud that reflects the friendly Metro Bus brand. Analytics were referenced to formulate a more strategic site architecture and content plan to drive customers to top-visited areas of Maps and Schedules, Fares and Services. A truly innovative trip planner is user-friendly to help riders map the most efficient route quickly. Run from a GTFS feed, it also integrates timetable schedules, transfer options to other nearby routes, and notes accurate walking routes to locate stops. Quick and easy to follow how-to- ride videos were produced in English, Spanish and Somali in a style consistent with the branded website design. The site is fully responsive to cater to the heavily-mobile visitor base. Response The new website launched in October 2016 with great feedback on the design and trip planning capabilities, and won a 2017 W3 Award for website design in the transportation category. With the updated design and functionality, the site has a greatly reduced bounce rate and is keeping people on- site longer and visiting more often. • 55.7% increase in monthly sessions • D oubled time on site to 4:55 minutes from 2:33 minutes • Reduced bounce rate to 14.65% from 52.23% Technologies WordPress content management system MSSQL HTML5 JavaScript PAVLOV Advertising, LLC 7

Technologies 8 WordPress content management system MSSQL HTML5 JavaScript PAVLOV Advertising, LLC

NORTH CENTRAL TEXAS COUNCIL OF GOVERNMENTS www.knowhat2do.com Challenge North Central Texas Council of Governments (NCTCOG) manages the KnoWhat2Do public education program, providing emergency preparedness resources to the greater Dallas Fort Worth Metroplex region. KnoWhat2Do needed to replace a dated web design and cumbersome menu structure with a new website to encourage user interaction for longer time on site and increased usage of emergency planning tools. Stimulus PAVLOV created a truly dynamic, new KnoWhat2Do website that totally transformed the experience to draw in visitors and entice them to discover new nuggets throughout. Exciting animations for severe weather, epidemics and more, quiz questions to test knowledge across topics, icons and colors create a world to be explored that allows users from elementary students to adults to learn emergency preparedness along the way. People are driven to create an emergency plan and kit checklist through custom-built forms that are easy to populate can be shared via email or saved as PDFs. Embedded video, newsroom posts, a news ticker, and community resource links supply further direction to build area residents’ knowledge to arm themselves in an emergency situation. The new website is responsive for an improved mobile device experience and includes a language toggle from English to manually translated Spanish language content for every page across the website. Response The NCTCOG team has been delighted with this project through the process and the improvement it is making to the community compared to the previous website. Launched in September 2017, this new experience was featured WebPick by prestigious design, advertising and illustration publication, Communication Arts, and received a 2018 Silver Award from W3. Technologies WordPress CMS HTML5 JavaScript PAVLOV Advertising, LLC 9

Technologies 10 WordPress content management system HTML5 JavaScript PAVLOV Advertising, LLC

VIA METROPOLITAN TRANSIT www.viainfo.net Challenge VIA Metropolitan Transit, serving the greater San Antonio, Texas, region, tasked PAVLOV to plan, redesign and develop their outdated website with a refreshed look and additional features on a new, easy-to-use content management system. Stimulus PAVLOV worked in partnership with the VIA marketing and IT teams to craft content and develop functionality to better communicate to the San Antonio ridership of locals, tourists and students. The new website improves user experience through consolidated content and an intuitive site architecture for users to easily find information and drive to top-visited content. Webpages were designed to display copy succinctly in lists, call-out boxes and expandable sections and broken up by vibrant VIA images to keep users interested and on site longer. Key website features include an updated GPS-ready, trip planner integrated with landmarks, traffic, and the fare total for your trip, advanced, multi-branched contact forms driving to different departments based on programs and requests, and a newsroom with multiple post categories and featured stories on the homepage including images. Homepage display rotators use the Slider Revolution plugin with multiple layers (image and text) to feature VIA images, promotions, marketing campaign messaging and events. Custom plug-ins were also developed to easily manage bus route drop-down lists as well as alerts and detours. Additionally, the website is mobile responsive, adapting dynamically to desktop, tablet and mobile screen sizes to better serve smartphone users on-the-go. Response The new website has been well-received by the public and internally by the VIA team since its May 2017 launch. • 1 04,000 sessions on average per month • 2 min. 19 seconds average time on site • 30% reduction in bounce rate • R esources for Trip Planning and Bus Schedules are top visited pages Technologies WordPress content management system PHP HTML5 JavaScript PAVLOV Advertising, LLC 11

Technologies 5102 WordPress content management system PHP HTML5 JavaScript PAVLOV Advertising, LLC