Problem Statement

Prior to the redesign, the website exhibited an outdated interface, unclear navigation, and fragmented access to key resources, impeding user engagement and association objectives. Feedback from users indicated the need for a more intuitive structure and enriched content presentation.​

Research & Discovery

User research began with stakeholder interviews and competitor benchmarking to identify pain points and understand the core needs of members, partners, and industry professionals. Insights revealed the necessity for:​

• Improved content discoverability

• Streamlined information architecture

• Visual identity alignment with industry standards

Design Process

The redesign followed a structured design thinking process:

• Wireframing and prototyping to visualize user flows and layout alternatives

• High-fidelity mockups reflecting a contemporary and professional brand aesthetic​

• Usability testing with key user groups iteratively refined interface elements and navigation patterns

Key UI/UX enhancements included:

• A unified visual style emphasizing approachability, trust, and industry leadership

• Simplified navigation with clear categorization of resources, events, and news

• Responsive design optimized for both desktop and mobile experiences

• Visual storytelling through industry imagery and iconography

Implementation

Development focused on accessibility, scalability, and performance. The site was built on a content management system for easy updates by the association team, ensuring sustainability. Features such as an event calendar, document repository, and dedicated partner/member zones fostered engagement and collaboration.​

Outcome

The new website delivered:

• A measurable increase in membership applications and resource downloads

• Enhanced feedback on usability and content relevance

• Stronger alignment with the association’s brand mission and values​

• A scalable foundation for future digital initiatives

Key Takeaway

This project illustrates the impactful results of a research-driven, strategic website redesign that harmoniously integrates user experience best practices with brand goals. It significantly enhanced the BSL Association’s digital footprint as an industry thought leader while delivering measurable business value.