UX Career Architecture
In 2014, the ACC hired me as a user experience consultant to provide recommendations for their website redesign. After my initial stakeholder interview with the Executive Director, I learned they needed a strategic digital framework that would scale to support their needs for the next three to five years in additional to user-centered design solutions.
Client
Target
Year
2022-2023
My Role
Leader • Creator • Coach
Stakeholders
UX Leadership: VP, Sr Directors, Directors
HR
Discovery + Definition
Objective:
Redesign an outdated website for the American Craft Council to streamline technologies, build a structure supportive of strategic initiatives, and build a community supportive of all craft.
The Challenge:
The American Craft Council was clear on their purpose as an organization, but they had an outdated brand, a difficult-to-use website, and a shrinking member base. The website would be a critical component in increasing membership and supporting the long term financial success of their organization. The website would also serve to foster the community inherent in the industry.
My Approach:
I developed a project proposal, statement of work, and project timeline centered on facilitating a co-creation session with key stakeholders of the organization.
Key Deliverables:
Experience Roadmap
Brand Definition
User Definitions + Objectives
Success Metrics
UX Documentation
craftcouncil.org in 2014
Facilitated Strategy Session
To better understand and define the parameters of the project, I facilitated a strategic foundations session with the key stakeholders of the organization.
The objectives of this session were to:
define the brand
define the purpose of the website
define measures of success
define the users + their objectives
craft user-centered guiding principles
build shared understanding and accountability
UX Documentation
With the Experience Strategy and Success Metrics defined, I created multiple rounds of site maps, wireframes and prototypes for a responsive website representing the key pages and functionality.
The key strategic elements for the website included:
a clear purpose + brand statement
a member portal
making connections
engaging content
tech upgrades
Results
(Before & After)
Once launched, the new website
allowed the new brand identity to shine
unified various tech platforms into a single CMS
drove increased membership by 20% in the first year
