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Increasing content accessibility for an independent research institute.

Data & Society (2017)





Increasing content accessibility for an independent research institute.

Data & Society is a non-profit research institute in New York City that is focused on the social and cultural issues arising from data-centric and automated technologies. Together with the talented UX Researcher and Service Designer Gina Taha, I had the pleasure to analyse their current web presence, consult them on a redesigned online experience and plan a rollout strategy for their near future development.


2017, Digital services

Client: Data & Society

Desk Research, Analysis, Competitor Analysis, Benchmarking, Ideation, Visual concept development, wireframing, Rollout strategy,



Setting a status quo

1. Analysing use flows, traffic etc.

Being granted access to Data & Society's Google Analytics, we first analysed the past and current traffic, which - albeit encrypted in numbers and percentages - gave us valuable insights about who the different users are and how they behave on the site. 

2. Archetypes

Using the results from our analysis of both, traffic as well as market competitors we were able to create archetypes (a "light" persona, that isn't as rich and based on actual user research as a "real" persona but a general character based on previous desk research.

3. Design recommendations

This helped us to get a better understanding of the user and thus the site they need. We created a comprehensive list of action areas that need further development or require improvements and laid them out in a strategic rollout map, a strategy for which improvement enables which additional feature etc.

4. Creating a new taxonomy

Additionally, we recommended a new site taxonomy (IA) that organized the extensive and diverse content in a more accessible and structured way.



Communicating Future Growth Strategy

Roadmap for future growth

To provide structure and overview for the website's future development we created a rollout strategy map that depicts the different features-to-be and how the website's experience and service will grow with them.

Interactive deliverables

As often with roadmaps, these documents are hard to communicate and rarely reach audiences beyond the project team due to their complexity and abstractness. 

To solve that problem, I used principle and proto.io to create an interactive document that could even be downloaded and shared amongst departments and colleagues. Being clickable allowed the roadmap to highlight and explain individual features by itself without much assistance from a presenter.