Converting a website from an "org chart hierarchy" to a constituency- and program-centric experience

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Problem Statement
In its previous state the client’s website conveyed neither the organization's depth of experience nor its present-day focus, thereby serving ineffectively in the procurement of partners and funding. Additionally its organization of content - between Programs, Projects, Events, Publications and People - was extremely confusing to the website’s visitors, leaving them without a clear understanding of the Assembly’s mission and work - as well as the division between current vs. past work.

From a content management perspective, the complex, interrelated nature of the current Drupal framework caused endless confusion, and made the content editing process tedious and frustrating.

Finally the “retro” look-and-feel of the site didn’t properly brand the organization as a dynamic, forward-looking organization involved in vital policy-making work in the United States.



The new organization of material on the website was reframed to focus on (1) clearly conveying the work of TAA as a vital policy institute- specifically with focus on the flagship programs of Cities and the Knowledge Economy, (2) communicating the depth of experience and legacy of TAA as a policy-focused organization, and (3) maintaining a clear division between current and past policy focus; a timeline was deployed to organize and present all archived work.


Collaboration took place via Google Docs, Excel (for PM and workflows) and exhaustive amounts of iteration via email.


User experience skills were applied not only to the public-facing website but to establishing new workflows within the (Drupal) CMS to make a clearer “one-to-one” correspondence between content objects and how they propagated to webpages.

The design was also themed within a responsive framework, to bring it in alignment with the broad range of devices Google Analytics indicated were being used to view the site.


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