The Story Behind the Washington State Fair Website
In 1998, when Brian Forth was founding SiteCrafting, our Senior Visual Designer Aaron Marth was stepping into a pig costume at the Puyallup Fair.
You don’t have to take my word for it; here’s a photo as proof.
I didn’t grow up in Washington, so I had to learn about the history, the heritage, the Fisher scones, and everything else about the Washington State Fair Event Center. From the 90s Do the Puyallup jingle to the organization’s expansion over the last few years to include five signature events (Washington State Fair, Oktoberfest, Holiday Magic, Spring Fair and Taste Northwest if you didn’t already know), I’ve learned that the Fair is more than just an event — it is a place that holds deep personal significance for many.
A Digital Transformation Begins
When the Washington State Fair approached us to redesign their website, they were looking for more than just a visual refresh. They needed a digital experience that captured the magic, history and excitement of its events while making it easier for attendees to find what they needed, whether that was tickets, event schedules, or food vendor locations.
Listening to Fairgoers
To create the best possible experience for users of the Fair’s website, we turned to the most valuable source of insight: Fairgoers themselves. Our user experience research team began at a booth at the Spring Fair, connecting with staff members, event attendees, and vendors. This initial round of research allowed our team to gather firsthand insights into the on-site experience in the shadow of the Showplex and across the way from the Earthquake Burger stand. On the website, the team used SiteCrafting’s flagship data-gathering platform, Sitka Insights, to collect feedback and assess user success rates.
Stakeholder workshops and tree testing revealed additional pain points and frustrations. As one stakeholder observed, “most of the information is in there; it’s just cumbersome to find it.” To improve the navigation and findability, our team analyzed the gathered feedback, identified key areas of friction, and implemented intuitive pathways and interactive features that addressed user needs and streamlined the overall experience.
Gathering Key Insights
We also conducted extensive user research off-site, beginning with a survey that gathered over 4,000 responses. Additionally, a poll on the Fair’s website engaged an impressive 40,000 participants. By analyzing this data, we uncovered key trends and user needs that would inform our redesign and development efforts.
Our key findings:
- Ease of Access to Information: Users want to find activities and events quickly, which requires an intuitive and well-structured navigation system.
- Mobile Optimization is Essential: While many visitors use the website to plan their trip in advance, they also rely on their mobile devices for real-time information during their visit to The Fair. Ensuring a seamless experience across both desktop and mobile became a top priority.
The Fair as a Tradition: Beyond just an event, the Fair holds deep personal significance for many attendees. One fairgoer even shared that he and his wife were married on the rollercoaster. These stories reinforced the importance of honoring the Fair’s legacy and creating a digital experience that reflects its traditions.
Bringing the Vision to Life
We created a strategy to develop a website that balances efficiency with the Fair’s rich tradition. The new design prioritizes:
- Enhanced search and navigation tools to help users quickly locate events and activities.
- A mobile-first approach, ensuring easy access to real-time information.
- Storytelling elements that highlight the Fair’s history and the personal connections people have with it.
We didn’t just design a website. We built a digital extension of the Fair’s enduring legacy. And yes, as part of our on-site research, we rode the rollercoaster, ate scones, and found time to enjoy an Earthquake Burger. Of course, this was all in the name of research and the best possible user experience.
A Digital Experience Rooted in Tradition
The Washington State Fair has been a beloved institution for generations, and its digital presence should reflect that same sense of excitement and nostalgia. By combining thoughtful user research with strategic design and development, we created a website that enhances the Fair experience — whether visitors are planning their trip or perusing the concert lineup.
As the Fair continues to evolve, its digital presence will grow with it, ensuring that future generations can Do the Puyallup both in person and online.
