- Contractee: ImageX
- Client: Capital District YMCA
- Roles: Senior Business Analyst; Product Owner; Information Architect; Content Strategist; UX Strategist
- Technology: Drupal (YMCA-specific distribution); Solr Search; Google Analytics; Google Tag Manager; Mailchimp; Daxko (Activity Finder & Membership Builder); Blackbaud (Donation Form); GroupEx Pro (Location Data)
The Capital District YMCA is a prominent community-focused non-profit organization in the Capital District of New York. The project aimed to redesign the organization's website to better serve its diverse membership and community by enhancing the user experience, improving content management, and supporting community engagement initiatives. Leveraging a custom Drupal distribution developed specifically for YMCA organizations, the project focused on creating a scalable and user-friendly platform that could easily be replicated across other YMCA branches. My involvement included defining the information architecture, optimizing the content strategy, and implementing key UX improvements to support the YMCA’s mission.
Challenges
Community Engagement: The website needed to support diverse user groups including members, potential members, donors, and volunteers. Each group required tailored content, access, and engagement pathways to effectively serve their needs.
Complex Content Structure: Managing various content types such as programs, events, locations, and membership information required a robust and adaptable information architecture to ensure content was easy to find and manage.
Scalability Across Branches: The website needed to be built on a scalable framework that could be efficiently implemented across other YMCA branches, ensuring consistent branding and functionality.
Integration with Third-Party Systems: Integration with multiple third-party systems such as Mailchip, Daxko, Blackbaud, and GroupEx Pro was essential to support activities like email marketing, program scheduling, membership management, and donations.
SEO and Accessibility: Ensuring the website adhered to best practices for search engine optimization (SEO) and accessibility was critical for reaching and engaging the YMCA’s diverse community.
Solutions
Tailored Information Architecture & UX Design: Developed a detailed information architecture to organize and present content effectively for various user groups. This included creating structured content types and templates for programs, events, and locations, along with custom search and filtering options to enhance the user experience.
YMCA-Specific Drupal Distribution: Leveraged ImageX’s custom Drupal distribution, specifically designed for YMCA organizations, to build a scalable and consistent website framework. This allowed for efficient deployment across multiple YMCA branches, maintaining uniformity in design and functionality.
Advanced Content Management & Personalization: Implemented a robust content management strategy using Drupal’s Layout Builder and CKEditor to enable YMCA staff to easily update and personalize content for their community. Created templates and reusable components to streamline content creation and management processes.
Third-Party Integrations: Integrated the website with Mailchimp for automated email marketing campaigns and third-party scheduling tools to facilitate event registrations and program enrollments. Integrated the website with Daxko for Activity Finder and Membership Builder, Blackbaud for seamless donation processing, and GroupEx Pro for accurate location data management. These integrations enhanced user engagement and streamlined service delivery.
SEO & Accessibility Enhancements: Conducted an SEO audit and implemented structured metadata and tagging strategies to improve search visibility. Ensured the site met WCAG 2.1 accessibility standards through careful design and development practices, making the website more inclusive for all users.
Results
Increased Member Engagement: Improved program and event visibility led to increased registrations and community participation. The new information architecture facilitated a more intuitive user journey, making it easier for members to find relevant information.
Efficient Content Management: The use of a structured Drupal distribution and reusable components significantly reduced content management overhead, enabling YMCA staff to maintain and update the website with minimal technical support.
Scalability for Future Branch Deployments: The new website framework provided a scalable model that could be easily replicated for other YMCA branches, ensuring a consistent digital presence across the organization.
Enhanced Community Outreach: The integration with Mailchimp, Daxko, Blackbaud, and GroupEx Pro, along with improved SEO strategies, resulted in higher engagement with email campaigns and increased organic traffic to the website. The website’s accessibility enhancements made it more user-friendly for individuals with disabilities.