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.

TAA-old.jpg

 

Solution
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.

TAA-new.jpg

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

TAA-1.jpg

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.

TAA-responsive.jpg

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