Interactive Ontario
Interactive Ontario is a not-for-profit industry trade association and advocacy body which represents interactive digital media innovators and thought leaders in Ontario.
IO was looking to refresh their website to better communicate their advocacy work, membership program, and industry news.
Role
As the UX designer, I conducted a content audit, comparative analysis, and user interviews. Through my findings, I crafted personas, the information architecture, and high fidelity mockups.
Team
On the Interactive Ontario team, I worked alongside the program manager, content strategist, and WordPress developer.
Design Toolkit
Figma |
Illustrator |
Pen & Paper |
Defining the Problem
Background
Interactive Ontario’s website had been built several years ago, and had not been maintained by the site’s original designer due to limitations in resources.
The Goal
To revamp the website, create a consistent visual voice, and clearly communicate to members and audiences of IO’s advocacy efforts and mission.
To showcase the benefits of IO’s membership program, and stoke interest in IDM professionals and organizations to join the community.
The Problem
Without a dedicated role to manage their digital strategy, the site lacked interactivity, clear user flows, and did not convey to the fullest extent the value of the IO’s work to the interactive digital media (IDM) industry.
Research Process
Content Audit
Through a content audit, we systematically assessed the IO website and catalogued our findings. There were several themes in our findings: unclear user flows, outdated stying and broken plug-ins, inconsistent content structure, lack of prominence for membership-related content, and a lack of interactivity throughout website.
What Members Valued about IO
Interviewed members reported multiple reasons for becoming an Interactive Ontario member. Many expressed that IO’s networking events connected them with similar companies in the field, and offered access to funding, tax credit information, and industry resources.
To a lesser extent, some respondents cited seeking out membership in part to give back to the community from which they’ve directly or indirectly benefited.
User Research
To better understand Interactive Ontario’s members’ needs, pain points, and motivations for pursuing membership, we sent out questionnaires through IO’s monthly newsletter, and conducted one-on-one phone interviews with members.
Pain Points
During the phone interviews, members were given the opportunity to freely express their experiences and frustrations, as the interview would remain anonymous.
Several members expressed that sometimes they would confuse IO with the government organization Ontario Creates due to their similar brand colours. Users were unable to clarify this on the About page, as there was a lack of clarity with Interactive Ontario’s work and organizational goals.
As well, posts weren’t always read to completion because of inconsistent content structure and long-form text. Interviewees looking to get more out of their IO membership found that membership logistics were unclear, and members weren’t fully sure what membership afforded them.
