Institute of Food Technologists
Challenge
Challenge Associations like IFT are complex and multifaceted in the ways they serve their members, often providing a robust suite of insights, knowledge, events, research and tools for continued education, advancement, and professional development. Yet it can be difficult to efficiently structure these resources to maximize member use-cases. Understanding these nuances, IFT sought Velir’s guidance in redesigning their site to better empower members to discover valuable content. Effectively structuring IFT’s robust suite of insights, knowledge, events, research and tools to maximize member use
Solution
Solution A successful site implementation requires a measurement and data collection plan to ensure continued and future success. In an effort to lay the groundwork for optimizing user pathways, we collected behavioral data and conducted in-person user testing to inform IA and content strategy modifications. The result of this, paired with a contemporary design refresh and a restructured navigation and IA, was a dynamic site that can evolve simultaneously with member expectations.
Results
Re-prioritized IA by audience type and behavior (moving away from categorizing by business unit) Successfully created an audience-focused navigation structure that allows users to take various paths, complete specific tasks meaningful to them, and deliver clear pathways to key conversions, such as sign-ups and subscriptions. Established a mindful content-gating strategy, allowing users to preview a fixed number of articles before purchasing a subscription Wove in the ability to cross-promote member benefits throughout the site, such as joining IFT’s online community, subscribing to publications, and signing up for membership. Delivered clear roadmaps to key conversions, such as sign-ups and subscriptions, by incorporating bolder calls to action. Collected behavioral data and conducted in-person user testing to inform IA and content strategy modifications.
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