Taproot has connected me with worthy non-profit organizations in need of professional assistence. This group is focused on advocacy and activism in the AIDS arena. Pro bono
The Value Proposition
- Mobile-ize the site and modernize the imagery
- Answer the day-trip needs of their audience
- Focus on community and people
- Cross-pollinate with other media and recreation resouces
The legacy site design had several problems, among them:
- Scattered. Lots of data, but information hard to find.
- Poor messaging; text-heavy,
- No recognition of customer paths; “inside-out” design
- No cross-pollination among information ‘silos’
- Few compelling CTA’s (calls to action)
Here’s my thumbnail high-level overview of the site. I dived into each section, clicked around a little, and read the mission statement.
- HealthGAP focuses most on funding,
- along with its related arena of policy. (specific solution: eliminate barriers to medicine / drug access)
- There is a lot of information about international issues. The scope is global.
- There’s an interest in encouraging activism.
The overall action profile of HealthGAP is advocacy and education.
Accordingly, I suggested that some of these questions should frame the Website Thinkingdocument:
- Who are we talking to? (our audience: PeopleWithAIDS or policy-makers?)
- What do they want from us? (their needs)
- What do we want to say to them? (our message)
- How can we help them? (our service)
Reality check: Do we have any feedback/stats on actual usage of the site?
Because my role was largely advisory and strategic, rather than design-oriented, I provided more illumination and insight than end-product.
- Evaluated and advised on the capabilities and limitations of their chosen website design platform (NationBuilder)
- Evangelized for the utility of information architecture as a way to make their extensive and wide-ranging content aceessaible and usable
- Advocated that their own employees would be able to crowdsource much wisdom and experience
- Provided some guidance through my own writings
- Focus on Action
- Showcase the accessible stuff
This was a very satisfying engagement.
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