After a notable upturn in the volume of its publications, the Environics Institute, a non-profit research organization devoted to investigating social issues shaping Canada’s future, found itself increasingly challenged to present their findings in a clear and rational manner. We were approached to help devise a schema in which the right items are showcased but nothing gets lost.
They knew they wanted their information better “surfaced,” but how?
While the destination of our web makeover was clear, knowing how to get there was clouded with uncertainty. We needed to understand the full range and weight of their research to generate options for subordinating, highlighting and organizing the offering. Since cost was an important concern, they appreciated the efficient laser focus of our approach.
It had to be thought through carefully.
We conducted an iterative wireframing exercise that refined our proposed taxonomy. Then we considered what the user interface and experience should be for content of this kind. As an organization with a large output but a small, generalist staff, they really valued the clarity with which we explained the options and our thinking.
We turned the library into an information highway with several entry points.
What had been a chronological presentation is now organized according to theme and significance. The home page maximizes the speed with which users can access the widest range of content while distinguishing major from minor reports. A new “Key Findings” block introduces fresh data points and insights that can be quickly shared on social media, which, in turn, drives traffic back to the site.
“We got everything we wanted!”
This is what our client told us. More dynamic and compelling, the site delivers a more complete presentation of the scope and depth of Environics’ research and a clearer line of sight to where you want to go, quicker. Since launch in April, organic search traffic is up by 20%, direct traffic is up by 16% and overall user traffic is up 12%. Users are, clearly, finding everything they need.