Redesigning Character Lab's website for improved engagement and impact
Character Lab faced challenges with its outdated and ineffective website, which hindered its ability to effectively communicate its mission, attract new partners, and engage its target audience. To address these issues, we undertook a comprehensive website redesign project.
The redesigned homepage featured content for all audiences and explained Character Lab's role, as opposed to the original homepage which only focused on one audience.
Challenges
• Outdated Design: The existing website's design was outdated and difficult to navigate.
• Confusing Messaging: The website did not clearly articulate [Your Organization]'s mission, services, and value proposition.
• Limited Functionality: The website lacked essential features such as search and filtering capabilities.
Working with our vendor to audit existing websites and improve the information architecture was an essential early step in the process.
Goals
• Improve user experience and engagement
• Enhance brand identity and visibility
• Attract new partners and expand reach
• Streamline access to resources and information
The new homepage was richer and more helpful than the original.
Process
• Vendor Search: Comprehensive search for design and engineering vendor focusing on complementary skills and values alignment.
• User Research: Conducted in-depth user research with each target audience (educators, parents, school partners, research partners, employees, and funders) to understand their needs and preferences.
• Information Architecture: Developed a new information architecture that organized content more logically and intuitively.
• Visual Design: Created a modern and visually appealing design that aligned with [Your Organization]'s brand guidelines.
• Content Development: Developed clear and concise content that effectively communicated our mission, services, and value proposition.
• Testing and Iteration: Conducted usability testing and made iterative improvements based on user feedback.
One of the most exciting additions to the website was the Character Hub: a new page that surfaced our vast library of resources and invited users to explore through multiple paths.
Key Changes
• Separate Sections for Target Audiences: Created dedicated sections for each target audience, providing tailored information and resources.
• Enhanced Resource Area: Implemented a search and filter feature in the resource area to improve accessibility and usability.
• Improved Navigation: Simplified the website's navigation to make it easier for users to find the information they needed.
• Clearer Messaging: Revised the website's messaging to ensure it was easy to understand and aligned with Character Lab's brand identity.
Outcomes
• Increased Website Traffic: The redesigned website experienced a significant increase in website traffic, indicating improved visibility and engagement.
• Enhanced User Experience: User feedback was overwhelmingly positive, with users reporting improved ease of use and navigation.
• Improved Partner Engagement: The website played a crucial role in attracting new partners and strengthening existing relationships.
• Increased Resource Utilization: The enhanced resource area led to increased use of our educational resources.
Adding landing pages for our discreet user types allowed our internal partnership team to customize content for their unique audiences.
Lessons Learned
• User-Centered Design: The importance of conducting thorough user research and incorporating user feedback throughout the design process.
• Clear Communication: Ensuring that the website's messaging is clear, concise, and aligned with the organization's brand identity.
• Iterative Design: The value of a continuous improvement process involving testing, feedback, and refinement.
• Collaboration: The importance of collaboration between design, content, and technical teams to ensure a successful project.
The redesign of Character Lab's website was a significant success, resulting in improved user experience, increased engagement, and enhanced brand visibility. By investing in a user-centered approach and focusing on clear communication and effective design, the organization achieved its project goals and positioned itself for continued growth and success.