An Outright Win: Experience Redesign Boosts Branding, Searchability, & Accessibility
How a revamped digital experience elevated functionality, visual appeal, and accessibility.
THE CLIENT
Outright International works with partners around the globe to strengthen the capacity of the LGBTIQ human rights movement, document and amplify human rights violations, and advocate for inclusion and equality.
Challenge
Galvanizing worldwide support for the LGBTIQ human rights movement is no easy task. And it’s infinitely harder when your website is difficult to manage.
This was the situation Outright International found itself in, and with a new branding launch soon on the way, the nonprofit organization needed a modern, user-friendly site that would accurately reflect its new brand style and amplify its global cause.
On the technical side, the project would require migration from Drupal 7 (which was being sunset) to a more modern CMS built on Drupal 9 and Acquia’s Site Studio.
Key Technologies/Platforms/Targeted Outcomes
Deliver a modernized, cohesive digital experience for website users, including better navigation, web accessibility, and search functionality.
Empower internal teams to share news, events, and legislative information more efficiently with the Outright audience.
Industry
Non-profit
SOLUTION
The WOW team quickly enacted a comprehensive strategy and multipoint plan to help Outright achieve its outcomes.
To meet the strict deadline, we adopted a 'minimum viable product' strategy, delivering essential features first to quickly validate with stakeholders, while seamlessly migrating the existing content to Drupal 9 and Acquia Site Studio.
Conducted extensive audits and interviews with internal users and stakeholders to understand pain points, audience targeting issues, and user experience shortcomings
Created an updated design system and digital style guide reflecting style tiles and treatments across UI elements like heroes, calls-to-action, buttons, etc.
Created dynamic layout templates for blogs, news releases, and smaller releases to expedite content syndication.
Enhanced website search by keywords, topics, regions, and other criteria, enhancing discoverability of content and news updates.
Improved color contrasts and executed manual testing methods to ensure web accessibility, via keyboard navigation and screen readers for visually impaired users.
IMPACT
Outright International’s new website is modern and user-friendly, effectively showcasing crucial elements of their brand story across content, webinars, events, and features. The redesign also yielded more fruit:
Conducted extensive audits and interviews with internal users and stakeholders to understand pain points, audience targeting issues, and user experience shortcomings
Empowered Outright to independently update new content within minutes (as opposed to weeks) reducing expenses associated with hiring external web design specialists.
Optimized the site’s internal searchability, making it easy for users to find important data and information.
Improved Outright’s web accessibility score from 70 to 99 out of a possible 100 points.
We started this project with the goal of taking Outright’s website and storytelling initiatives to a new level. We focused on functionality, aesthetics, and accessibility. With WOW’s approach and collaboration, we were able to achieve that successfully. We are grateful to the team and look forward to future projects together.
FOX AILANI DEATRY, DIRECTOR OF COMMUNICATIONS AND MARKETING
