Website Redesign: Enhanced User Experience and Brand Positioning

Pinpointing design and functionality requirements.

Peckham, a Lansing, MI-based non-profit social enterprise, faced challenges with its existing website. Launched in 2020 and only superficially updated since, the site no longer effectively supported the organization’s evolving business and organizational objectives. Recognizing the need for significant improvements in user experience, navigation, functionality, aesthetics, and accessibility, Peckham partnered with Blue Flame Thinking to undertake a comprehensive website redesign.

Blue Flame Thinking Solution: An Integrated Website Redesign Process

Blue Flame Thinking collaborated for our website redesign process, encompassing discovery, strategy development, style tile creation, design mockups, wireframing, and information architecture planning.

Website Redesign Success: Enhanced User Experience and Stronger Brand Presence

The website redesign achieved significant improvements, notably in:

Aesthetic Transformation and Brand Positioning: A significant shift in the brand’s visual presentation made it more appealing and easier for diverse target audiences to navigate.
Enhanced User Experience for Key Audiences: The redesign specifically improved the experience for veterans through self-identification features, as well as lawmakers and policy makers with organized information and press releases.
Highlighting Successes Through Storytelling: We effectively showcased employee stories and organizational achievements, strengthening Peckham’s narrative.
Targeted Marketing for Business Lines: We created individually styled pages for each line of business, enabling more effective and tailored marketing efforts to specific target audiences.

Improved User Experience (UX) and Navigation

The primary objective for the new website was to create a more intuitive and user-friendly experience for Peckham’s diverse audiences. To achieve this goal, we suggested streamlining navigation to ensure all user groups could easily find relevant information. This laddered up to Peckham’s overall business and organizational goals as well.

Enhanced Graphic Design and Branding

The redesign focused on aligning the website’s visual elements with Peckham’s branding guidelines.

We tailored the updated aesthetic to resonate with specific audience segments for Peckham and support various business functions, creating a more cohesive and impactful online presence.

Interactive Features and Data Visualization for Engagement

To foster better communication and increase user engagement, the project incorporated interactive features and data visualization elements. This aimed to present information in a more dynamic and accessible way.

Strategic Content Marketing and Storytelling

A key aspect of the redesign was to highlight Peckham’s in-house content through compelling storytelling. This approach aimed to better communicate the organization’s mission and impact to its various stakeholders.

Improved SEO Functionality and Search Ranking

We enhanced the website’s underlying SEO functionality to improve its ranking in search engine results, driving more organic traffic and increasing online visibility. To cater to specific audiences, we used SEO best practices to thoroughly update existing content. The Blue Flame Thinking team helped with this goal using proper metadata and page structure schema.

ADA Compliance and Accessibility Standards

Ensuring inclusivity was a critical priority for the Peckham team, which aligns with our web development standards at BFT. We developed the redesigned website to meet ADA/508 and WCAG 2.1 or higher accessibility standards, making it usable for individuals with a variety of visual or hearing disabilities or impairments.

Parallel Partnership Launches New Website Well-Suited for Multiple Audiences

The internal team at Peckham took great care in the work we did for the new website. At the same time, BFT worked closely with them to ensure all goals were met. We value the opportunity we have to create an exceptional online experience for all of Peckham’s target audiences. While we met challenges along the way, we put our heads together to solve quickly, execute flawlessly, and deliver an on-time project that delighted the Peckham team.

We were honored to do this work alongside their team.

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