Nutrition International
Project: Website Redesign
My Role: UX Strategy, User Research, Information Architecture
Client workshop: Collaborative Design & Whiteboarding Session
Usability testing: Sitemap testing with Treejack
Tools used: Sketch, InVision, Axure, Optimal Workshop
“Nutrition International is an internationally recognized organization leading the global fight against hunger”
Business Goals
In 2017 the Micronutrient Initiative underwent a rebrand to Nutrition International to more accurately reflect its expanded scope and role as global development partner and advocate for nutrition. Part of this rebrand included revising its brand standards and guidelines as well as updating the brand story to focus on the global projects that impact health and nutrition matters, rather than just micronutrients.
The goal of the website redesign was to underscore key areas in the new brand story: showcase the full spectrum of its work, expertise and global impact, and demonstrate innovation and leadership within the subject of nutrition specific to its geographical areas of focus.
Challenges
Similar to most rebrands and organizational refocus, the legacy site’s content, page architecture, and page layouts were restrictive in telling the new brand story. Specifically, the ability to communicate Nutrition International’s global impact of health and nutrition matters needed a full strategic rethink. Page architecture and labeling was ambiguous and organization-focused, leading to user confusion and other usability issues. The Knowledge Centre (a collection of publications, research, case study resources etc…) was overwhelming with clunky filtering and facet functionality. Lastly UI components such as call-to-action blocks and overall page layouts inhibited readability and general information scent and information foraging
Process
As always I started with a discovery and requirements gathering session with key senior stakeholders including Nutrition International’s content strategist. The latter was particularly helpful as the content strategist had already helped define the overarching content and labeling structure based on the organization’s new focus. As a result I conducted client collaborative design and whiteboard strategy sessions focusing on page layouts and content modeling to support the content strategy efforts.
Approach
One of the ways to communicate Nutrition International’s global projects was to use mapping features and functionality that focused on the three main global areas of focus: Asia, Africa and the Americas. While mapping was helpful for discoverability and surfacing up these global projects, the next step in the approach was to design page layouts with common UI components and elements that could be used to tell a unified story for each project. Part of the whiteboard sessions focused specifically on creating this unified project story or “anatomy of a project.” Modular and flexible UI components could be used within the CMS to help build these project stories based on subject matter and messaging requirements.
Wireframe examples
