The Heart of Nashville

Nashville Downtown Partnership

  • Creative Direction
  • Website Design + Build

Making the City of Music Sing Online

Brllnt partnered with Geocentric to update the design and user experience of both Nashville Downtown and Park It Downtown sites. Our main objectives were to improve the user flow, simplify access to information, and infuse the sites with the vibrance of downtown Nashville.

The core purpose of the Nashville Downtown Partnership is “to make Downtown Nashville the compelling urban center in the Southeast in which to LIVE, WORK, PLAY and INVEST.”

Objective

Design and improve the user experience with Nashville Downtown and Park It Downtown websites – to provide better access to information and to express the city’s vibrant spirit.

Most desirable city to live in the US

11thover 13th previous year

New users

60%over previous year

Sessions

60%over previous year

Session duration

15%shorter

This shows that users are finding what they need more quickly & easily.

“The Heart of Nashville” is a message that embodies the pulsing music, energy and beauty resonating from the streets of downtown. If home is where the heart is, why not move to the very heart of the state and the country?

Events are what primarily drives visitors to both venues and parking in the city, thus they are prominently positioned on the home page. We paired this element with statistical insights to build interest and deepen the user’s investment from attendee to resident or business owner. To improve site navigation, we constructed a mega menu that highlights key items for each category, increasing access to key information while minimizing the number of clicks to get there.