Digital Strategy & Website Optimization

Overview

As the project lead for a strategic consulting engagement with the Center for Puppetry Arts during my MBA at the Georgia Institute of Technology, I led a multidisciplinary consulting team in evaluating the organization's website and developing recommendations to improve user experience, customer engagement, and earned revenue.

The project focused on analyzing customer behavior, identifying usability challenges, evaluating website analytics, and recommending practical improvements that would make it easier for visitors to discover programs, purchase tickets, and engage with the Center's offerings.

The Challenge

The Center for Puppetry Arts offers more than 90 programs across performances, museum exhibits, educational workshops, camps, and community events. While the breadth of offerings was a strength, it also created challenges for website visitors trying to quickly find relevant information.

Our assessment identified several key issues:

•Website navigation was cluttered, making it difficult for visitors to locate programs.

•The search functionality was not prominent and often failed to return relevant results.

•Booking a program required multiple clicks, creating unnecessary friction.

•Calls-to-action (CTAs) were inconsistent and did not effectively guide users toward ticket purchases or memberships.

•The homepage contained a high volume of information that reduced clarity and usability.

•Educators, families, and adult visitors each had different needs, yet the website did not effectively personalize their experience.

The Solution

I led the consulting team through a structured digital strategy assessment that combined qualitative research, customer journey mapping, website usability evaluation, and Google Analytics analysis.

Key contributions included:

•Conducted a comprehensive website usability assessment to identify navigation and customer experience challenges.

•Analyzed Google Analytics data to understand visitor behavior, traffic sources, and high-performing pages.

•Developed customer personas for the Center's three primary audiences: Families, Educators, and Adult Visitors.

•Mapped end-to-end customer journeys to identify pain points in discovering and booking programs.

•Evaluated program performance using ticket sales and earned income data to prioritize recommendations.

•Developed actionable recommendations to simplify navigation, improve search functionality, streamline the booking process, and increase website conversions.

•Presented strategic recommendations to Center leadership, including a phased roadmap for improving the digital customer experience.

Business Impact

The engagement provided the Center for Puppetry Arts with a comprehensive digital strategy designed to improve website usability and support revenue growth.

Key outcomes included:

•Identified opportunities to simplify navigation across 90+ programs, making it easier for visitors to locate relevant experiences.

•Developed customer personas and journey maps that informed audience-specific website improvements for families, educators, and adult visitors.

•Recommended reducing the number of clicks required to purchase tickets, improving the online booking experience and reducing customer friction.

•Proposed homepage enhancements, stronger calls-to-action, and improved search functionality to increase visitor engagement and conversion.

•Leveraged Google Analytics insights to prioritize improvements based on actual user behavior rather than assumptions.

•Recommended migration to Google Analytics 4 (GA4) to improve future performance measurement and digital decision-making.

•Delivered a practical, data-driven roadmap that positioned the Center to improve user experience, increase engagement, and strengthen earned revenue.

Tools

•Google Analytics

•Qualtrics

•Microsoft Excel

•Microsoft PowerPoint

•Customer Journey Mapping

•User Persona Development

•Website Usability Assessment

•Data Visualization

Methodologies

•Digital Strategy

•User Experience (UX) Analysis

•Customer Journey Mapping

•Website Optimization

•Google Analytics Analysis

•Customer Persona Development

•Data Analysis

•Design Thinking

•Stakeholder Presentation

•Strategic Consulting

Key Skills Demonstrated

•Digital Strategy

•Website Optimization

•Business Analysis

•Customer Experience

•Data Analytics

•User Experience (UX)

•Strategic Consulting

•Market Research

•Problem Solving

•Executive Presentation

•Cross-Functional Leadership

•Data-Driven Decision Making

Deliverables

•Website Usability Assessment

•Google Analytics Analysis

•Customer Personas

•Customer Journey Maps

•Website Optimization Recommendations

•Homepage Redesign Recommendations

•Booking Process Optimization Strategy

•Executive Presentation

•Digital Strategy Roadmap