Kingston DBIA
The Downtown Kingston Business Improvement Area wanted a clear, actionable path to improve their digital presence and to be able to better connect with residents, visitors, and local businesses.
Working in partnership with my students at St. Lawrence College, we took on a joint UX and SEO audit of the DBIA’s website and online touchpoints. We approached the project as both a learning experience and as a live client project, blending classroom research with real-world application. Together, we examined the site’s information architecture, accessibility, and navigation, and paired that with keyword research, search visibility analysis, and performance audits. We identified gaps, friction points, and untapped opportunities, then translated our findings into a strategic roadmap that balanced immediate wins with long-term improvements.
My role included designing the research framework, facilitating co-analysis sessions with students, guiding usability testing, and ensuring that our recommendations were practical, brand-aligned, and rooted in best practices. The result was more than a report—it was a clear direction forward for a more intuitive, accessible, and search-friendly presence that reflects the energy and character of downtown Kingston.