In the early 2010s we helped NRDC embark on strategy engagement to define the desired online experience for target audiences. We wanted the organization to first take a critical look at its audiences and desired outcomes. We developed a strategy focused on incremental engagement targeted at several tiers of users.
USER EXPERIENCE
Oh, where to begin? For NRDC, it was critical that the site’s deep and technical content be presented to showcase layers of the experience that would both allow the casual user to browse, learn, and engage…but also allow the more knowledgeable user to get quick access to NRDC’s deep and vast content. This approach included a restructuring and simplification of issues less aligned with NRDC programs and more closely aligned with popular perception and current search volumes.
We led a design charette by hiring a set of leading design firms and independent designers to create an initial array of comps which were then vetted by the core team. The leading design was selected from Free Range graphics who was then brought in to create the additional design assets for the site.
PROCESS/PROJECT MANAGEMENT
For a prior intranet solution, we also led the process for updating the end user experience, including needs intake and requirements, ensuring user needs were accounted for to optimize adoption. We also developed and led the staff User Acceptance Testing ensuring that users were pleased with the end solution and that any remaining issues were mitigated efficiently with our development partner.
ONLINE MARKETING
Over the years as NRDC’s site has continued to evolve, we are a trusted partner to support their internal team for online marketing support. Our partnership with Werner Knows ensures as the site evolves over time, that SEO traction isn’t just maintained, it’s gained. Month over month we conduct standard protocols to optimize Google Grants, ensure peak performance, and identify topical campaigns to drive users to the site for fresh content and engagement.