My roles: Information Architect, UX Designer, Content Strategist, Web Developer
Clean Water Action’s organic website had no persistent navigation across pages and lacked a coherent information architecture.
This meant the website wasn’t just useless to campaign and fundraising staff but it hurt the organization’s credibility when canvassing door-to-door.
Senior Managers were uncertain investing in the site would have value. I created a competitive research brief and using anecdotal and gathered demographic feedback from fundraising department staff I created a persona for the average Clean Water Action supporter and one for a potential supporter. I also surveyed staff to learn their goals for the site.
I created an information architecture, sketched the homepage, a state homepage, and an article page including persistent navigation. Using server-side includes with flat HTML allowed me to offer state offices unique secondary navigation structures specific to their work. For the visual design, I worked with fundraising staff to align the UI to existing brand guidelines.
This design was W3C standards complaint for both HTML and CSS as well as being WCAG-AA compliant for accessibility. Deliverables included:
- competitive research documentation
- Information Architecture
- File and directory naming schema
- Visual design compliant with brand and logo use standards
- Standards compliant HTML and CSS
Clean Water Action saw a 20% increase in online donations after the launch of this redesigned site in early 2007. Canvass staff reported an 7% increase in donations taken at the time of contact when they used the website to legitimize their in-person ask.
Clean Water used this site from January 2007 through September 2008 when I launched a new site featuring refined Information Architecture, new visual brand, and back-end powered by Drupal 5.