ncil org Information Architecture Justin Bend justin bendgmail

ncil. org Information Architecture Justin Bend justin. [email protected] com Vayia Skinner [email protected] net IDIA 630: Information Architecture FALL 2014 12/13/14

Mission As part of a semester long project for the University of Baltimore’s IDIA 630 - Information Architecture class, taught by Kathryn Summers in the Fall semester of 2014, students were asked to apply the principles of Information Architecture to analyze the National Council on Independent Living NCIL. org website. During the semester, students learned through lecture, literature and research, how to utilize the industry accepted best practices for what makes a great user experience on the web. 2

Needs Assessment Objectives • Increase new NCIL Memberships • Promote NCIL training and conferences / drive registration • Generate overall awareness of NCIL • Help users locate Independent Living Centers Core Audience • NCIL Members • Potential Members • IL Professionals • Those in need of IL services • General Public 3

NCIL Architecture Content Inventory Mapping Current IA Mapping Recommended IA Documenting all content on the current NCIL. org website Creating a visual sitemap for the current architecture of NCIL. org Restructuring the NCIL. org website in an attempt to improve user experience (UX) Card Sort / Focus Group Test and solicit user feedback on our recommended IA, resorting to meet their preference in UX Final Information Architecture Creating a visual sitemap for the final architecture of the proposed new NCIL. org Comparative Analysis Research esteemed nonprofit organizations to get a sense of best practices and trends User Personas / Scenarios Strategic Recommendations Build prototype NCIL users to ensure our recommendations are meeting your audience’s needs Formulating Strategic Recommendations for NCIL. org, based on our research and findings Process Flows Wireframes Summary Visualizing user persona navigation through the new NCIL. org architecture Visual skeleton of a redesigned NCIL. org Proposed next steps and prioritization for implementation 4

Artifacts Content Inventory (spreadsheet) • Navigated, and documented, all content at NCIL. org • Wireframes for current site templates • Documented site depth (i. e. vertical clicks from the surface) • Artifact serves as your method for managing approximately 536 distinct pieces of content Information Architecture (sitemap) • Demonstrate the breadth of the current NCIL. org architecture • Convey site hierarchy • Visualize the forced separation between The Advocacy Monitor and the rest of the website 5

Card Sort

Card Sort demographics • avg. 30– 40 years old • increase in age had direct correlation with survey abandonment • all levels of technical skill • novice • intermediate • advanced • one user with poor visual acuity (struggles with contrast, uses OS-wide corrective software for visual negative) participation • total: 40 • monitored: 12 • advanced technical skill • 54: 44 to complete survey • completion: 25 7

Card Sort: Outcome “Partners” • Most participants were confused by this label • No one sorted content under this category • All “Partner” names were sorted under categories insinuating action Employment Opportunities • Majority sorted under “Resources” News v. Blog • Many participants expressed desire for these two concepts to be separated

Comparative Analysis

Comparative Analysis Analyzed 3 Comparable Non-Profit Web Sites • Susan G. Komen. org • National Alliance for Mental Illness NAMI. org • National Down Syndrome Society NDSS. org 10

Comparative Analysis Comparing Common Priorities: Membership Major Fundraising Event Advocacy Blog Newsletter Community NCIL. org yes n/a Blog yes no no personal stories; no discussion groups; no email newsletter Komen. org Breast Cancer no State organized race Sign up for advocacy info through newsletter no yes through personal stories NDSS. org (Downs Syndrome) yes Buddy walk Sign up for advocacy alert emails no yes through personal stories NAMI (Mental Illness) Yes; separate password protected area for members NAMI walk Advocacy articles no yes password protected discussion group 11

Comparative Analysis Comparing site architecture and usability: Navigation Search Function Findability Mobile NCIL. org Top and side nav and no footer Basic keyword search only no bread crumbs; Inconsistent page windows Komen. org Breast Cancer Multiple levels of nav; plus guided by need of user on home page Supports keyword search, text size adjustment, NDSS. org (Downs Syndrome) Similar to Komen; Specific CTA on homepage depending on need Supports keyword search; limited facets NAMI (Mental Illness) Specific CTA’s on home page; donate; speak out; get involved Keyword, facets, exact phrase search No spelling or stemming Drives you to microsites depending on your need Good job with breadcrumb trail Very action oriented section headers re-emphasizes navigation with information scentclickable boxes on home page Specific CTA to drive you to right section uses information scent-clickable boxes to drive user to desired section; Uses desktop platform; difficult to read and search Fully responsive for mobile Uses desktop platform on mobile; difficult to read and search uses desktop platform on mobile; difficult to read and search 12

Comparative Analysis: Summary Other similar websites seek to position their website as a user-centric, community oriented portal. Some examples of this are: • Sharing user stories and experiences on a page dedicated to bringing users shared challenges to light • Hosting a blog/bulletin board area of the site where members can ask questions, interact with others who face similar issues, and ultimately feel a connection. Similar websites have created an annual event, such as a 5 K Run/Walk from which they base all of their fundraising efforts • Hosting something similar to this event would give you many additional opportunities to raise awareness, generate community involvement and fundraise 13

Personas

Personas FAIZA Primary User Independent Living Professional /NCIL Member “We all need more resources to properly serve those in need. “ LOUISA Secondary User Retiree / Advocate /Philanthropist “I want to pay this forward. I want to give back. “ HENRY Primary User In need of Independent Living Services “I want to know my rights. I’m ready for independence. “ 15

User Profile: Faiza occupation: Director of “Access Living”, Independent Living Facility in Chicago, IL age: 37 NCIL Affiliation: Member Tech Proficiency: Medium “I will be speaking at the 2015 Independent Living Conference. I want to refocus our efforts on community involvement, organization and volunteerism. We all need more resources to properly serve those in need. “ Circumstance: Incredibly busy, working professional. Balances budgetary constraints against overwhelming demand, managing fundraising efforts and advocacy services. Goals: Increase low-overhead staffing. Hire open positions for permanent entry-level service staff and interns. Increase volunteerism. Prepare for conference attendance. 16

Faiza’s Scenario As the Annual Conference draws near, Faiza frequently researches the current state of IL policy. She checks for updated information about the conference as she prepares for her appearance. Faiza is always looking for low cost training opportunities for staff and colleagues. “I will be speaking at the 2015 Independent Living Conference. I want to refocus our efforts on community involvement, organization and volunteerism. We all need more resources to properly serve those in need. “ She is continually seeking contemporary, costeffective resources for “Access Living” to take advantage of.

User Profile: Louisa occupation: Retired / Philanthropist age: 74 NCIL Affiliation: N/A Tech Proficiency: Low Circumstance: Husband passed away five years ago. With much support from family and friends, Louisa has rebounded brilliantly. She is completely independent. She learned to use the Internet. She is secure in her retirement. Her poor eyesight and hearing are her only health concerns. Goals: Find an organization worthy of her donations and time. Get involved by volunteering to help those in need. “After my husband Frank’s passing, I needed a lot of help to get back on my feet. With help from my family and local community I’ve done it. I’ve got my independence. I want to get involved with an organization that helps people achieve independence. I want to pay this forward. I want to give back. “ 18

Louisa’s Scenario Louisa is seeking an organization whose movement, mission, values and work align with her belief in independent living. She wants value, and an opportunity to contribute, should she become a member of such an organization. “After my husband Frank’s passing, I needed a lot of help to get back on my feet. With help from my family and local community I’ve done it. I’ve got my independence. She would like to understand the revenue model, and potentially give her time to aid in donations and fundraising. Louisa prefers to speak with a person before committing her time or resources. I want to get involved with an organization that helps people achieve independence. I want to pay this forward. I want to give back. “ 19

User Profile: Henry occupation: Part-time Student / Full-time Administrative Assistant age: 24 NCIL Affiliation: N/A Tech Proficiency: High “After high school I attended community college and lived with my parents. Now that I have my Associate Degree I’ve decided to move out-ofstate to pursue my Bachelor’s. I want to belong to an advocate community that’s accessible online, keeps me engaged and offers the resources I need. I want to know my rights. I’m ready for independence. “ Circumstance: Wheelchair-bound since the age of 7, Henry was in a terrible car accident that damaged his spine. He is moving away from home for college and ready to pursue a life of complete independence for the first time. Goals: Find local Independent Living resources. Become a part of a vibrant online community of advocates and those living independently. Know his rights as someone living with special 20 needs.

Henry’s Scenario Henry wants to learn about the Independent Living community, and become a part of it. The concept appeals to him a great deal. He understands that he needs assistance, but is proud of how far he has come and would like an opportunity to promote his belief in the IL movement. He needs help to understand the resources available to him, as someone living independently with special needs in an unfamiliar location. “After high school I attended community college and lived with my parents. Now that I have my Associate Degree I’ve decided to move out-ofstate to pursue my Bachelor’s. I want to belong to an advocate community that’s accessible online, keeps me engaged and offers the resources I need. I want to know my rights. I’m ready for independence. “

Business Strategy

Business Strategy Developed the following business goals based on findings: 1. Create a simpler navigation structure for a smoother UX 2. Foster a sense of “community” 3. Promote Engagement (fundraising/volunteerism) 23

Business Strategy 1. Create a simpler navigation structure for a smoother user experience • Search functionality • Functional Footer with full sitemap • Reorganize the navigation • Breadcrumbs on all pages • Improve integration of blog topics • Consistency in way-finding user experience 24

Business Strategy: Wireframe (user experience) • Equitable Breadth/Depth • Secondary/Tertiary Navigation • Interior Breadcrumbs • Targeted Calls-to-Action 25

Business Strategy 2. Foster a sense of “community” • Feature personal stories so that members and visitors can feel like they belong • Create an e-newsletter to push timely content to subscribers on a regular basis • Separate advocacy monitor from the “blog” and create a true moderated blog platform where users can interact with one another • Member Platform / Member Login • Home page banner should feature Member stories to showcase Independent Living success • Promote local volunteerism 26

Business Strategy: Wireframe (community) Multiple, prominent methods for users to engage with, and contribute to, the NCIL online community Connect With NCIL • Social Network • Contact Form (footer) Independent Living Blog Share Your Story 27

Business Strategy 3. Promote Engagement (fundraising/volunteerism) • Consider Holding a Major Fundraising Event to galvanize member and generate more awareness for the organization • Promotion throughout the year • Not only an opportunity to raise money, but also to glean potential members • Raises awareness for Independent Living advocacy • Opportunity to energize and solicit volunteers 28

Business Strategy: Wireframe (engagement) Specific call-to-action to engage the public in contributing to NCIL’s mission with their time and resources Membership Promotion Donations Events Volunteerism 29

Proposed I. A.

Proposed I. A. Our proposed IA includes a culmination of our: • • Primary and secondary research Card Sort results User Persona and Scenario Development Principles of IA development that we’ve learned this semester Skinner. Bend_IDIA 630_proposed. IA_FINAL. pdf 31

Faiza’s Process Flow Reference: Faiza Scenario (Slide 17) Reference: Skinner. Bend_IDIA 630_proposed. IA_FINAL. pdf Faiza’s path through the new NCIL. org is highlighted in BLUE

Louisa’s Process Flow Reference: Louisa’s Scenario (Slide 19) Reference: Skinner. Bend_IDIA 630_proposed. IA_FINAL. pdf Louisa’s path through the new NCIL. org is highlighted in BLUE 33

Henry’s Process Flow Reference: Henry’s Scenario (Slide 21) Reference: Skinner. Bend_IDIA 630_proposed. IA_FINAL. pdf Henry’s path through the new NCIL. org is highlighted in BLUE

Summary

Summary of Recommendations We’ve ranked our recommendations from low effort to high effort: Business Strategy #1: Create a simpler navigation structure for a smoother UX 1. Utilize breadcrumb and way-finding best practices to help users navigate their place on the site 2. Create a footer to help users navigate the site more efficiently 3. Integrate “Advocacy News” into site navigation (rather than a stand-alone site) 4. Provide more advanced search functionality to help users find relevant content 5. Establish a primary, secondary and tertiary site navigation hierarchy according to proposed site map 36

Summary of Recommendations Business Strategy #2: Foster a sense of “community” 1. Incorporate Facebook and Twitter feeds on home page to tie in social media with web experience. 2. Continually solicit and publish user Independent Living success stories to foster online community. Spread across social networks 3. Utilize home page banner/slider to feature Member stories and to showcase Independent Living success 4. Create an e-newsletter to push timely content to subscribers on a regular basis 5. Offer members a password-protected area of the site where they can find premium content, interact with other members 37

Summary of Recommendations Business Strategy #3: Promote Engagement (Fundraising/Volunteerism) 1. Actively call for volunteers to engage members into action 2. Highlight volunteer activist profiles on the homepage and on social media for a personal feel 3. Develop a moderated, public blog page to increase user engagement 4. Explore the development and organization of an annual fundraising walk/run as an opportunity for continual promotion of movement 38

questions? (thank you) Justin Bend justin. [email protected] com Vayia Skinner [email protected] net IDIA 630: Information Architecture FALL 2014