Asterisk Creative and the Discovery Place development team had several goals in mind when approaching the redesign. The new website needed to drive ticket and membership sales while promoting upcoming IMAX features, traveling exhibits, Discovery Halls, an indoor rainforest and other classic exhibits. Aside from creating more visual excitement throughout the new website, another primary design goal was to streamline the sites navigation and usability.

“	A large part of the project was bringing a sense of fun while highlighting the multi-generational draw for one of Charlotte's premier landmarks. Onsite photography, digital illustrations and animation all work together to create an experience that will drive users towards attendance.	”
	Kevin Dvorscak

The previous website had a cumbersome content management system which has been largely abandoned in favor of concise content and an organized data structure, making frequent updates easier. The new website features persistent marketing messages and large, user-friendly buttons. A drop down menu was chosen for easy access to all pages throughout the site. Secondary content is contained in graphical boxes on the homepage and at fixed locations throughout the site. These boxes are specifically designed to be flexible enough to allow for easy updates.

Additionally, the site's search engine strategy was re-imagined to maximize the internal marketing efforts of Discovery Place. New link naming conventions were implemented, and relevant keywords were added to the site's META and ALT tags. By adding these changes Discovery Place and Asterisk Creative enhanced the website's search engine ranking and aided in accessibility for disabled users.

Discovery Place with the Charlotte Observer IMAX Dome Theater and the Charlotte Nature Museum are the things to do in Uptown Charlotte, North Carolina. By creating a scalable site that will remain fresh for years to come, Discovery Place is on course to celebrate another 25 years as one the Charlotte's most exciting destinations.