The success of the website redevelopment initiative for Selected hinged on the creation of a meaningful content strategy. The RFP stated: “We need fresh eyes to evaluate the volume of content on our existing website, assess how that material is consumed by members, and provide guidance on streamlining that content so it is simplified, easy to find and intuitive for the member, not the association staff.”
A thorough content audit and analysis was followed up with qualitative member interviews, leading to a series of user-based recommendations and a complete site map reorganization. A new visual aesthetic applied to the interface improved the member experience and allowed for future growth and expansion.
“There’s always a bigger fish.”
— Qui-Gon Jinn