The project
Redesigning a platform used by millions of visitors, without losing the teams behind it.
- Restructure the information architecture of a platform that had become fragmented over the years.
- Align more than 12 departments around a shared vision of the digital experience.
- Validate strategy and user journeys with prototypes, before a single line of code was written.
- Make the teams autonomous so they can evolve the platform after the mandate.
Aligning a whole organization, not just a website
Sépaq manages and promotes Québec’s national parks, wildlife reserves and a wide range of tourism establishments, from the Aquarium du Québec to regional lodges. Its digital platform is the front door for millions of visitors every year.
The initial request looked like a website redesign. The real challenge was elsewhere: a fragmented information architecture, departments working in isolation and a platform that no longer matched the strategy or visitors’ expectations.
Rebuilding the interface without realigning the organization would have reproduced the same silos, only prettier. So we worked on both fronts at once.
Our approach
The mandate started with a benchmark analysis of tourism and outdoor platforms: the most effective navigation patterns became the foundation of the new architecture.
We then mapped and restructured the entire information architecture to reduce friction across booking, discovery and purchase journeys.
The heart of the project was a series of design sprints spread over a year, bringing more than 12 departments to the same table: marketing, reservations, park operations, technology, customer service. Every sprint ended with a tested prototype and decisions made together.
The prototypes validated the strategy and user journeys before development, avoiding costly rework later on.
The outcome
More than 12 teams aligned and autonomous, ready to own the platform and evolve it without us. A clear architecture, validated journeys and, above all, an organization that now speaks the same digital language.