Experience Innovation

Port of San Diego

The Port of San Diego serves the people of California through a multi-use waterfront along the San Diego Bay that spans five neighboring cities throughout the county. Various stakeholders rely on the Port’s website everyday to find information, get directions, search for documents and learn about general information.


How might we provide visitors, business partners, neighboring cities, and employees of the Port with the information they need to have a positive and memorable experience with the Port of San Diego?

Design Methods:

Stakeholder Interviews, Public Experience Workshops, Usability Testing, Card Sort, Content Audit


With multiple audiences and use cases, involving the public to learn how people engage with the Port was a key step in the process. A series of public experience workshops and stakeholder interviews allowed us to empathize with people and reimagine how the online experience could meet their needs. FreshForm learned the Port of San Diego’s website must be able to provide a resource of pertinent and up-to-date information for a diverse range of stakeholders to provide information ranging from business services, Port experiences and legal resources.