A website for engineers that puts users first.
ASCE is the premier association for civil engineers. The organization sought a redesign of their website to attract and retain members as well as revamp processes and make their publications more prominent and easy to manage.
Know your users
I researched users and potential members through by looking through extensive surveys the organization provided that took a deep dive into its membership, lapsed members and site users. I participated in extensive interviews of association members to determine what was working on the site and what pain points they had and how the
website could help them with their committee activities and other goals. I developed these personas in conjunction with our content team to visually show how users were using the site and other points the organization could use that affected membership and engagement.
In addition to the personas, I created user journeys to illustrate
and think through user thought processes when considering joining,
including pain points. These user journeys were informed by the
interviews we conducted with members. (User journey design uses a
template created by Geunbae Lee.)
Revamp the brand
As with many of my web projects, the client sought a lot of direction on how to apply the design aesthetic created on the website more
consistently for other initiatives throughout the organization. I created a web style guide based on the work I did on the site design.
