Level Up Your Storytelling – Turn Ideas Into Impact
Level Up Your Storytelling – Turn Ideas Into Impact
400+ members · Desktop performance 83→89 · Four distinct audience pathways
Services:
Information Architecture, UX/UI Design, Web Development, Member Platform Strategy
Key Complexity:
Multiple audience groups (current members, prospective members, sponsors, aspiring journalists) with different information needs and no clear navigation hierarchy; restructuring years of accumulated content
The Chicago chapter had an information architecture problem, not just a visual one. Years of unstructured content—events, news, awards, membership info—piled onto the homepage with no hierarchy and no distinction between what current members needed versus what prospective members, sponsors, or aspiring journalists were looking for.
Desktop performance was 83. Visitors had no clear path through the site.
Black Digital restructured the site around four distinct audience pathways: current members, prospective members, sponsors, and aspiring journalists. Each audience got dedicated entry points and customized navigation.
The rebuild included a filterable past-awardees archive and events calendar so historical recognition stayed visible and discoverable. Google Analytics, Google Tag Manager, and Search Console were configured from the start so chapter leadership could track which audiences were visiting and converting.
Desktop performance improved from 83 to 89. More importantly, the site is now built around clear audience logic. Members find what they need. Prospective members understand membership value. Sponsors see visibility opportunities.
Information Architecture
UX/UI Design
Web Development
Member Platform Strategy
We turn ideas into impact.
Let’s build something that drives real results for your brand.
