Twin Cities Diversity in Practice »
Twin Cities Diversity in Practice is a recently formed association whose mission is to attract, recruit, advance, and retain attorneys of color to the Twin Cities of St. Paul and Minneapolis. Funded by global corporations like Target and Best Buy, as well as the largest law firms in the Twin Cities, it is imperative the association presents a website that is both experiential and informative.
Diversity in Practice engaged Duo to create a design and user experience that met both the expectations of the association members as well as the attorneys who visited the site expecting to find substantive information about legal career and life opportunities in the Twin Cities. Diversity in Practice also wanted content administration tools to ensure site content was always current and reflected the numerous activities they sponsor for their members and the Twin Cities’ legal community.
Problems
- Existing site consisted of a few Flash-based pages with minimal content and no capabilities for search engine placement
- Color scheme on the site, while true to the existing brand color scheme, translated as too dark in color on some monitors
- Lack of content negated the association mission to provide direction to attorneys of color seeking information on career opportunities and for life in the Twin Cities
- No administrative tools meant what little information existed on the site was static and difficult to update
Solution
- Business goal analysis led to information architecture dividing site content into three targeted areas; about the association, about the association members and about the Twin Cities
- Redesign to create an engaging experience for visitors; brightening the look and feel of the site, injecting the existing brand color scheme with new highlight colors and using embedded Flash to highlight some of the Twin Cities’ noteworthy landmarks
- Integration with cost-effective yet feature-rich content management system enabling hassle-free and immediate content updates
Results
- Site navigation and information organization provides each visitor a more targeted, informative experience
- The new design is consistent with, and builds upon, the visual brand and geographic significance
- Time-based content such as news and events are current and easy to update
