Project Strategy Foundation
Our strategy phase began with a meeting in PennFuture’s downtown Pittsburgh headquarters where we reviewed their organization, value-proposition and differentiators, business and website goals, 12 month strategic plan, and more.
One of the most important focuses in the initial phase of the strategy was to establish and develop site-user personas. This helps our team to ensure the information architecture, design, and functionality are user-centered. Our marketing team developed several key personas including the Millennial Enthusiast, Seasoned Environmental Activist, Policy Maker, and more. We defined demographics, interests, website content interests, website goals, and other variants that helped to build a clear picture of PennFuture’s audience.
One of the biggest challenges of the project strategy was overhauling the sitemap. The original sitemap was not only confusing but also lacked clear user-journeys and goal funnels. Our marketing team conducted a closed card-sorting usability activity with the PennFuture team. This activity involves the interactive organization of topics into categories and sub categories. This activity builds the initial framework of the sitemap before we ultimately use the personas, user-journeys, competitor research, and additional analysis to define the final information architecture.