Leadership Metro Richmond (LMR) is our region’s community leadership development and engagement organization. Ahead of its 40th anniversary, LMR came to us with the goal of updating their website to improve content organization, user experience, and design.
All successful projects begin with planning. We focused on creating a streamlined user experience that would address each of the organization’s various stakeholders, from program participants and prospects, to donors and sponsors, to current Leadership Quest class participants and LMR staff.
We began our work by identifying all of the end points for the various audiences. Next, we defined a global navigation structure that elevated cues for those journeys in logical, easy-to-find places. Once the strategy was approved, we proceeded with redesigning the homepage with ease of use and professional polish at the forefront.
This project was well underway when COVID-19 hit, requiring some major pivots by both the LMR team and Xponent21 to ensure the new site would serve emergent short-term needs in the community. For example, we created the COVID RVA Exchange, a temporary directory that allowed users to submit listings for either needs or resources that they were willing to donate, with backend moderation by the LMR staff before any post was pushed to the public page. This facilitated connecting people with a need to people who had a relevant resource to give.
Ultimately, the LMR and Xponent21 teams’ collaborative efforts paid off when we launched the new website on April 1, 2020. The site accomplished the two primary goals of creating an aesthetically pleasing design and delivering a more intuitive and valuable experience for the people who visit the website. We also elevated important calls-to-action (donations, programming, etc.) that LMR prioritizes to encourage more visitors ultimately take action to support the organization.