I manage online operations for Heritage Action. Last year, we launched the Sentinel Program for elite conservative activists. Sentinel has been a resounding success, but the Sentinel area of our site was difficult to find and use.
We worked with designer Michael Garvey to rethink how the pages should be laid out. He did a great job of matching the design to the needs of our Sentinels.
The project had strong visual and behavioral results because we started with the needs of the customer, conservative activists participating in the Sentinel Program.
Design: Before & After
The old homepage held a lot of marketing copy about the program and a static call to action.
The new design added a simple navigation bar along the right side, and calls to action within short form copy in the main area:
The old status check page was heavy on copy and lacked a strong visual cue of what the page is for:
The new status check page carries the /sentinel navigation bar and has a strong visual call to action:
Development: Adding Helpful Features
Our talented web developer Andre Fredette implemented the new designs.
Andre also helped me think through what features would help Sentinels use the pages more easily, for example a cookie that remembers a Sentinel's email address, which is used to check status and submit activity.
We also added a "welcome back" banner for returning users, directing them to the right pages.
After adding navigation, clear design, and new tools, visits to heritageaction.com that include /sentinel saw almost double the pages per visit and more than double the time on site.
Sentinels appreciate the changes, and our site now complements the program.