Crafting a Welcome Mat
ROLE: Creative Direction, Project Management, Photography, UX Design
RESULTS needed a major update to the Who We Are page on results.org. It was outdated, contained too much information, and was not visually engaging. I directed the project and designed the page, working across teams to build buy-in and develop the structure and content.
For this project, I determined through analytics that 90% of our viewers for this page were first-time visitors. We angled the content toward these users with concise paragraphs, bold, descriptive headings, and strong visuals of engaged volunteers. We also reduced and condensed the total amount of information presented to be more relevant to new visitors.
The Results
The time viewers spent engaged on the page doubled, and the Who We Are page moved into the top three most viewed pages on the site. The total number of views increased by 18%.
Lessons Learned
Know your audiences. If I hadn’t looked into our data and known that 90% of them were new visitors, I would have angled the content to the wrong audience. It pays to do some digging into the data before you get started.