FACILITATION / RESEARCH / ANALYTICS
The Utah Historical Society (UHS) is a venerable institution committed to preserving Utah’s rich legacy. Their original website was created over two decades ago, and was in desperate need of rebuilding. In collaboration with the UHS staff, my team and I created a modern, user-centric redesign for their website.
OVERVIEW
Our goal was to increase donations, memberships, and membership retention. By rebuilding the website’s design, content, and user pathways, we aimed to better communicate UHS’s exclusive member programs and benefits.
MY ROLE
As the Project Manager, my task was to work with the UHS staff to understand the website’s key issues, create a wide array of templates to address those issues, and train the staff on how to update their pages in the future. Ultimately, it was my aim to streamline a frictionless user experience, while delivering on time and within budget.
THE TEAM
Our interdisciplinary team was comprised of a creative director, a newly-hired web master, and a long-time UHS staff member.
Working in synergy with UHS staff and the Department of Technology Services, our team reported our findings, recommendations, and progress to the department head.
OTHER STAFF
We conducted workshops with seven different UHS Program Managers, with a goal of creating new web pages that represented their respective programs. We also provided comprehensive training for the staff to show them simple processes for updating their pages in the future.
OUR APPROACH
In a series of ten separate hour-long workshops with each respective Program Manager, we developed a charming, modern brand, synthesizing target groups for membership, and meeting division goals.
These workshops allowed us to work extensively with each Program Manager, developing comprehensive solutions to address the needs of their program. Each Program Manager needed to be able to easily monitor and update their pages.
As we only had one 18-week iteration to complete this large project, it was important that each project member clearly understood their role and the department requirements. To that end, I set up a UHS Program Manager-Designer relationship, where one staff member could hand off questions, critiques, and results to their assigned designer ASAP, and work in tandem when appropriate.
My approach relies on Design Thinking, in order to better understand the mental model of our users. This enhances our ideation of new solutions that can be tested to determine whether or not they were the best possible option for the overall user experience.
Conduct research to develop an understanding of our users.
Combine all our research and observe where problems exist.
Generate a range of crazy ideas that might solve the problem.
Build a real representation to express our ideation.
Ask the experts again: user testing for feedback on our ideation.
Deliver the new solution in place and monitor using analytics.
TARGET MARKET
USER PERSONA 1
Background:
Emma is a 40-year-old history teacher, deeply passionate about Utah’s rich cultural heritage.
She holds a master’s degree in history and actively seeks ways to enhance her knowledge.
Goals and Needs:
Emma is looking for well-researched and engaging content to supplement her teaching material.
She seeks access to in-depth historical archives, scholarly articles, and research resources to stay updated on the latest research.
Emma values a user-friendly interface that allows her to navigate through various historical periods seamlessly.
Expectations from the Website:
USER PERSONA 2
Background:
Carlos, a 55-year-old community leader, is invested in strengthening bonds within his rural Utah town.
He has a background in community development and is an advocate for preserving local traditions.
Goals and Needs:
Carlos wants resources that can help him showcase the historical significance of his town.
He seeks collaboration opportunities with the Utah Historical Society to organize local events.
Carlos is interested in accessible, community-focused content that can engage a diverse audience.
Expectations from the Website:
USER PERSONA 3
Background:
Olivia, a 17-year-old high school student, has a budding interest in history and wants to explore her Utah roots.
She enjoys interactive and visually appealing content that makes learning enjoyable.
Goals and Needs:
Olivia is looking for a website that can provide accessible and engaging historical content.
She wants to participate in educational programs that cater to her age group.
Olivia is interested in visually rich content that brings history to life.
Expectations from the Website:
HOW THE UTAH HISTORICAL SOCIETY CAN ENGAGE THESE PERSONAS
TIMELINE
Sprint 1: Research & Planning (Weeks 1-3)
Sprint 2: Ideation & Prototyping (Weeks 4-7)
Sprint 3: Development – Iteration 1 (Weeks 8-9)
Sprint 4: Testing & Feedback – Iteration 1 (Weeks 10-12)
Sprint 5: Development – Iteration 2 (Weeks 13-15)
Sprint 6: Testing & Launch (Weeks 16-18)
TOP 5 RESEARCH-BASED RECOMMENDATIONS
SIMPLIFIED SIGN UP
Potential members might find the sign-up and donation processes cumbersome. Simplifying this process with a clear and intuitive user interface will provide straightforward information about membership levels, benefits, and associated costs. Incorporating a progress tracker during the sign-up process will also help to keep users engaged.
SHOWCASE IMPACT
Visitors may not fully grasp the impact of their support. Incorporating compelling storytelling through case studies, success stories, and testimonials will showcase how donations and memberships have contributed to preserving Utah’s history, fostering education, and strengthening communities. Using multimedia elements like videos and interactive timelines will make the impact tangible.
HIGHLIGHT BENEFITS
The exclusive benefits for members in programs need to be prominently featured. Create a dedicated section or landing page for exclusive member programs. Using engaging visuals, concise descriptions, and direct calls-to-action will encourage participation. Ensure that the value of each program is clearly communicated.
IMPLEMENT TEMPLATES
Implementing web page templates will offer a strategic and user-friendly solution for staffers, allowing them to update content and monitor important data. These templates will maintain a consistent and visually appealing layout, ensuring uniformity across the site while making it easy for staff to insert new content, images, and updates without technical challenges.
RESPONSIVE DESIGN
These improvements should be complemented by a responsive design, ensuring that the website is accessible and user-friendly across various devices. Making regular updates to the content will keep it fresh and engaging. Additionally, leveraging social media platforms will help to promote the website content and encourage community engagement.
WIREFRAMING
By presenting a clear visual roadmap of the donation options, we empowered users with a sense of transparency and intuitive understanding.
A well-structured wireframe not only streamlines the donation process but also elucidates the benefits of becoming a member, fostering a user-friendly environment. This clarity instills confidence and satisfaction in visitors, prompting them to engage more willingly and contribute generously. After all, a website that effortlessly communicates its purpose and offerings is far more likely to inspire users to contribute.
SOLVING OTHER KEY ISSUES
Beyond our donation research, there were a number of best-practices that we implemented. These solutions addressed a number of issues, ranging from aesthetics to functionality.
RESULTS
The redesign not only aligned with UHS’s strategic goals but also enriched the user experience and strengthened the staff’s confidence in their online presence. Moving forward, a data-driven approach will guide UHS’s website evolution, ensuring a dynamic and impactful digital presence.
