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OneGoal SummerHub

Agile Website Redesign

Our Work - OneGoal

Clarifying the User Journey on an Expedited Timeline

OneGoal Summer Hub presented us with a unique challenge late last Spring. They wanted to visibly improve their user experience by early summer to positively affect Chicago Public School grads on their way to college. The problem was that OneGoal Summer Hub’s comprehensive educational site was replete with resources, but overwhelming its users. To solve, we immediately delved into stakeholder interviews and focus groups, which yielded a viable path forward to create a primary user journey. Our agile implementation followed.

Concept

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Concept

We completely redesigned the look and feel of the homepage, Program Finder, and Paying For It All sections to appeal to the recent high school grad. In keeping with their philosophy Graduation is not the end. It’s the beginning, the homepage hero area depicts the continuing, often nonlinear path most of these users face. The homepage layout was then streamlined to highlight the highest value content. We converted the Program Finder from two separate forms into one streamlined experience that now includes all stages and program types.

  • Improvement in global navigation

    The Challenge

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    The Challenge

    BEFORE

    The previous navigation was a main source of confusion for users. The nav bar click area only received 0.56% clicks.
    • An overabundance of links: 2 rows of top nav, duplicated links in   dropdown menus and a very complicated structure.
    • Colloquial, yet unclear, link names.
    • Dropdown menu items that took users unknowingly offsite.

  • The Solution

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    The Solution

    AFTER

    Using a combination of stakeholder interviews and SEO research, we simplified the top nav into a single tier of links, and renamed them using popular terms that users could easily identify at a glance. We also pared down the number of pages directly accessible in the top nav, leaving lower-value pages accessible within content or end matter. We have already seen a 26% increase in users clicking on the top nav links.

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  • Website taxonomy

    The Challenge

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    The Challenge

    BEFORE

    Beyond top level navigation, content sitewide was lacking organization. While the content itself was high value, it was difficult to find deliberately in the long page accordions. The structure prevented users from being able to bookmark a specific resource, yet many individual tabs were not listed in the dropdown submenus.

  • The Solution

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    The Solution

    AFTER

    After determining that the highest-value content was related to financial aid, we started with the Paying For It All section, developing a taxonomy. Each resource was made into its own webpage, complete with parent and child tag categories. Users can now sort, filter, and see related resources, and easily bookmark or share them.

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  • Incorporating graphics

    The Challenge

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    The Challenge

    BEFORE

    The existing content was predominantly text only, which is not ideal for a Gen Z primary user. Based upon our research, it was clear that updating the content style and format was crucial to improve the stickiness and overall value of the site.

  • The Solution

    Our Work - OneGoal

    The Solution

    AFTER

    We sorted through text-only links and fleshed out the content, so users could determine the resource’s value. Then we began developing a branded graphic style, to turn bulleted lists and plain content into easy-to-digest graphics. We focused on formats that would also be sharable to OneGoal Summer Hub’s growing social media presence.

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