Industry
Nonprofit
Client
Rotary International
Convention Website Redesign
Project Overview
The convention website had somewhat of a confusing structure in how it presented content for the current, future, and past events. It had three tabs in the position where the primary navigation is usually. Also, depending on the time of year, the future next convention tab would have no content at all. It created confusion where there should be clear paths for users to complete their primary tasks.
My Role
The website was scheduled to be moved off Drupal and onto a new CMS. So, I was tasked with redesigning the site to be align with updated branding and resolve known pain points.
Key deliverables: Responsive UI design, design patterns, wireframes, high/low fidelity mockups, prototypes, and annotations for frontend developer.
Legacy Convention Website
Two websites were combined and displayed in two tabs in the primary navigation location
The page structure listing content did not contextualize primary actions
Design Process
My process usually moves through a four step process based on the double diamond design process. This assures the outcome is as consistent as possible.
Research to collect data on the problem
Analysis of the data to understand the problem
Ideate solutions informed by analysis of the problem
Testing design solution effectively solve the problem
Research
I used Adobe Analytics and other metrics to understand users primary paths and bounce rate patterns. I also conducted stakeholder interviews and requirement gathering in a project brief.
Analysis
Analytics, and other research, validated primary user paths and some pain points. Primary paths were focused on registration, travel, and secondary events. Pain points were mainly focused on content and page structure. The legacy page structure and available components did not allow for things like callouts or creating conversion funnel paths.
Ideate
I worked on several layouts that aimed to consolidate the information architecture — as the legacy site was actually structurally, two different site. Both the current year convention and the "future" convention sites were live at the same time. While the current year site was fully functional, the future site would have no content to start and then content would be added ad hoc. It's also worth noting that the future site did not allow users to register until the current year convention had started. This processes were not apparent to users.
I worked with stakeholders to create a future convention section within the current year structure. This section would be able to accomodate the same content as the legacy standalone site. Once the current year convention started, it would then open registration for the future year convention.
Outcome
Redesigned Convention Website
New primary navigation with additional contextual content
A new cohesive design and visual hierarchy
New callout section intended to help route users to primary actions