As an organization evolving with the times but with a long history of justice work, Southern Poverty Law Center’s next site redesign was appropriately seen as a critical next step for the organization. We engaged with SPLC to survey website visitors, loyal email subscribers and donors, and internal staff regarding the direction of the site and the needs of those diverse audiences. We developed an overall strategic vision and set of clear goals for the site, and tied those goals to each unique audience to gain consensus throughout the organization on the site’s next evolution.
Working closely with SPLC’s internal core team, we developed a series of user path approaches which then evolved into an updated information architecture and associated wireframes. We springboarded from the strategic vision to develop a user experience that more closely mirrored that vision: allowing users to both gain an appreciation for the stories and spirit of SPLC’s work as well as the ability to go deep into SPLC’s vast legal content. By presenting the user with this layered experience, the overall goals of site engagement were elevated but not at the expense of a user seeking the right level of information from their perspective. At the completion of this engagement we successfully transitioned the deliverables: strategic vision, current state analysis, SEO keyword research, staff/user survey results, full wireframes and IA to SPLC’s implementation vendor.