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    The B&H Photo SuperStore is an incredibly popular tourist destination in NYC. But the page on their website that tells you how to get there in pe… Read More
    The B&H Photo SuperStore is an incredibly popular tourist destination in NYC. But the page on their website that tells you how to get there in person needed some help. Read Less
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B&H Photo is hugely popular as a tourist destination in New York City. I should know - long before I started doing UX consulting for them, I took my parents there when they were in town. Unsurprisingly, the directions page on their site gets a ton of traffic. The current one (scroll down) is a mess of dated UI and inaccurate or incomplete transit info. I audited the existing page for all the use cases it covers, then redesigned them for maximum clarity and usefulness.
Designing a new 'how to get here' page for B&H was a great UX workout because there are so many distinct user personas. I did my best to accomodate ALL the ways that people get to B&H. For The Tourist Who Flew In, the address is prominently displayed to tell their cab driver. For the native New Yorker (or intrepid tourist), the subway lines and stations are arranged to reflect the way we actually talk about them ("You take the A.C.E. to 34th street."), the Tri State Resident who would be driving in and knows the major routes to NYC can get the driving directions of their choice. And for just about everyone, the Get Directions CTA will open Google Maps with directions to 420 9th Ave, New York, NY 10011 prefilled. 
 
For posterity (and comparison), here's the preexisting B&H Directions page, which may or may not still be up here, depending on when you're reading this.