Challenges and Solutions
Aligning diverse stakeholder priorities posed a significant challenge. Some focused on lead generation, while others emphasized visual aspects. Regular design reviews and open feedback sessions allowed us to balance these priorities effectively. Additionally, managing a decade’s worth of content required meticulous organization and close collaboration with the content team to highlight the most valuable resources.
Results and Impact
The new OppLA site delivered measurable success:
Engagement with “Why Louisiana” content increased by 45%, with users spending more time exploring economic benefits and sector opportunities.
Email signups rose by 60%, and contact inquiries doubled in the first three months post-launch.
Navigation improvements reduced bounce rates by 30%, while dynamic content personalization enhanced user satisfaction.
These outcomes positioned OppLA as a powerful tool for driving economic development in Louisiana, showcasing the state’s strengths with clarity and confidence.
Reflection
Redesigning OppLA was a deep dive into balancing user needs with organizational goals. It underscored the importance of aligning diverse stakeholder priorities, leveraging data to inform decisions, and designing with empathy for multiple audiences. Collaborating with a multidisciplinary team and navigating complex challenges reinforced my ability to deliver impactful, user-centered solutions for high-stakes projects while satisfying all stakeholders.
LED Opp LA Small Business Page
Reorganizing and Redesigning an Information-Heavy Government Website
Modernizing the Louisiana Economic Development (LED) website, OppLA, was a transformative project aimed at revitalizing how the state showcases its economic potential to a diverse audience. OppLA, a central hub for site selectors, CEOs, and small business owners, had grown unwieldy over the course of a decade. The challenge? To reimagine the user experience, streamline navigation, and drive lead generation while balancing the needs of multiple user groups.
This ambitious undertaking unfolded as a multifaceted journey, starting with a deep dive into understanding OppLA’s users and their pain points. The site’s cluttered, outdated design hindered users from quickly finding information, and its one-size-fits-all structure didn’t reflect the unique needs of its audience. At its core, the project wasn’t just about fixing navigation; it was about telling Louisiana’s story in a way that resonated with its stakeholders.
Card Sorting Exercise
Discovery and Understanding the Problem
The first step was understanding the problem. Through stakeholder interviews, card sorting, and competitive analysis of similar state websites, we identified key pain points: poor navigation, overwhelming content, and insufficient audience targeting. Site selectors needed quick access to data, small business owners required clearer guidance to incentives, and CEOs sought a compelling narrative about Louisiana’s economic strengths.
Audience matrix mapping and journey mapping helped refine user needs and behavior, while analytics revealed low engagement with key content areas. These insights informed the foundation for a new structure and strategy.
Design and Execution
The design process focused on creating a seamless and visually appealing user experience. I led efforts to develop a modern information architecture, design hi-fidelity prototypes in Figma, and ensure responsive designs for both desktop and mobile formats. Collaboration was key: working with account strategists, a content writer, and a research strategist, I ensured every aspect of the design aligned with user needs and business goals.
Interactive prototypes enabled stakeholders to experience the redesign firsthand, while unmoderated user testing provided actionable feedback. Adjustments were made to refine navigation, improve content clarity, and enhance accessibility. Personalization strategies were also implemented, dynamically delivering relevant resources based on user roles.
Visual design played a crucial role in elevating the site’s appeal. A bold, clean aesthetic aligned with Louisiana’s vibrant energy, supported by a cohesive design system that ensured consistency across all touch points.
LED Opp LA Home Page