Case Study - United States Naval Institute
Web Re-Design and Usability Study
| Client Information | |
|---|---|
| Category: | Non-Profit |
| Location: | Annapolis, MD |
| Sector: | Membership, Publications, Periodicals, Conference and Events |
| Years in Business: | 137 |
| Engagement Time: | 2008 - Present |
Background
Overview: As an independent forum for over 135 years, the Naval Institute has been nurturing creative thinkers who responsibly raise their voices on matters relating to national defense. They are responsible for regular book publications and two periodicals; Proceedings Magazine and Naval History.
Challenge
The United States Naval Institute (USNI) was faced with several key challenges that we’re affecting their ability to reach its members and visitors in an effective manner. As a non-profit publications and periodicals establishment they found an increased need to make the necessary conversion to the web per the requests of their large membership base. Several obstacles stood in the way such as an inadequate technology platform, a failed partner relationship with their past web firm, and the lack of resources internally to focus energies on outward (internet related) communications. Major initiatives included sustainable/successful social media deployments, a more visitor friendly website, and easier access to information. Due to the verbose amount of offerings including the largest military picture archive in the United States, regular conferences and events, news, media, publications, and periodicals to name a few, accomplishing these tasks we’re overwhelming.
Solution
Our first step was to meet with each division leader of the USNI to understand their expectations of the web and to diagnose goal driven initiatives that would satisfy their needs and exceed expectations. After collecting all the information in conjunction with the marketing director, Unleashed Technologies, LLC along with the guidance of the marketing director formulated a strategic plan for deployment of new features, a complete re-design to better organize information/resources, and social media driven websites that brought value back to visitors and members. Accountable timelines we’re published that we’re flexible taking into account the day to day needs of the USNI and how quickly the landscape of the internet can change. Unleashed Technologies, LLC positioned themselves as a full time go to resource for everything web in order to reduce stress to the internal staff. Quite literally, an off-site team extension.
Implementation
Unleashed Technologies, LLC started by first stabilizing and offering continual support to the currently deployed web solution for the United States Naval Institute. Once accomplished, the staff began to dissect the timelines published for key enhancements to the current in place solution that would help obtain immediate results, launch the very successful USNI Blog, and start overall design changes to the new USNI website. As new features and designs we’re released that brought focus to each division Unleashed Technologies, LLC worked hand in hand to continually improve and understand the needs of organization.
Results
As it stands today, the United States Naval Institute has a sustainable web presence that’s focused on user experience, provides its valuable resources online, and has increased its total internet blue print by more than 100% in conjunction with leveraging social media. Successes include: - An easy to use enterprise website - Increased response times utilizing web best practices - Major functionality upgrades and value features back to its members - A commanding social media presence - Increased conversion for membership per new visitor The return on investment (ROI) for the United States Naval Institute has been not only financial, but also in process automation, and a strong relationship with a company that’s invested themselves in making sure whatever decisions are made regarding the USNI web presence are the right ones.