American Craft Council

Experience Strategy • Website Redesign

Goal

Redesign an outdated website to streamline technologies that would be responsive for mobile, build a structure supportive of strategic initiatives and a community supportive of all craft.

Challenges

  • Outdated brand

  • Static, difficult-to-use website

  • Shrinking member base

My Approach

  • Co-create an experience strategy inclusive of brand, users, and success metrics

  • Create UX documentation to hand off to engineers

Before: craftcouncil.org

Experience Strategy

To better understand and define the parameters of the project, I facilitated a strategic foundations session with the key stakeholders of the organization.

Co-Creation Session Objectives


  • Define the brand and purpose of the website


  • Define measures of success


  • Define the users + their objectives


  • Craft user-centered guiding principles


  • Build shared understanding and accountability

co-creation session

UX Documentation

I collaborated with the client, visual designer, and engineering team throughout the wireframing process.

Future Concepts

Design

I collaborated with the Visual Designer and Engineering team to ensure successful site launch.

I did not create the visual design for this website.

Outcomes

Once launched, the new website


  • Allowed the new brand identity to shine


  • Unified various tech platforms into a single CMS


  • In partnership with marketing efforts, increased membership enrollment by 20% in the first year