Forterra is a Seattle-based non-profit organization working in urban and rural land conservation. They had a limited budget to use an external design agency to revamp their two-year-old website. They wanted to ensure they got the most bang for their buck so I helped them determine the scope and direction of the update by learning about their users and assessing the state of their existing digital content.
"Carrie helped us evaluate our website’s issues holistically and make data-driven changes after testing with actual users—something we'd never done before."
—Lucy Shirley, Digital Media Manager, Forterra
While just two years old, Forterra's website had its share of issues. They'd heard complaints from visitors and key stakeholders alike: users struggled to find what they were looking for and the website wasn't meeting internal needs either. Forterra knew the site's bounce rate was higher than average but they didn't know why. They had ideas on possible problem areas but were making a lot of assumptions grounded in personal opinion—not on actual user research.
I collaborated with Forterra's Digital Media Manager to develop a plan that fit their short timeline and limited budget. I worked to cut down the project costs by creating templates and coaching her through some of the activities to do on her own. Through user research across multiple social channels and the website, we identified key audience insights. Through qualitative and quantitative content audits, we identified the "low-hanging fruit"—changes to improve the user experience that could be done in-house to save Forterra money. We conducted a stakeholder workshop that provided useful user insights from different departments and increased buy-in for the redesign. We performed usability testing and card sorting with users to find critical pain points. Once we conducted the following activities, I delivered Forterra with a report with recommendations to guide their web updates with the designers.
Activities + Deliverables
I'm a data-driven marketing and communications consultant using digital media to help startups, small businesses and non-profits communicate their stories.