Transition Pasadena Website Redesign

Client
Transition Pasadena

Industry
Nonprofit

Services Provided
Content Strategy
Information Architecture
Content Design

Description
Transition Pasadena (TP) is a grassroots group that advocates for building a more resilient city in response to the climate emergency. Their award-winning projects have led to collaborations with city leaders, nonprofits, and other grassroots groups. Part of the Transition movement (people all over the world transforming their communities to address our planet’s ecological challenges), TP has a website created more than a decade ago that hasn’t evolved along with the changing digital landscape.

Objective
Redesign the website to provide an online experience that communicates the success of the group’s engagement out in the real world and provides easy ways for people in the community to get involved and take action.

My role
I am shepherding this still in-progress website redesign project and wearing several hats: researcher, content strategist and designer, and information architect.

My Process

1. Research

Interviews
I conducted informal interviews with people in the community, which revealed valuable insight: while people felt a strong connection to individual projects under the Transition Pasadena umbrella, they didn’t associate those projects with Transition Pasadena nor grasp what the group does.

Online survey
An online survey for stakeholders allowed them to lend a voice to the project, helping to reinforce the mission and refine website goals. The survey format enabled thoughtful reflection and gave participants an opportunity to candidly communicate ideas they may not have shared in person or in a Zoom meeting.

2. Content audit and IA card sort

3. Site map

4. Home page wireframe and content design

To address community feedback about not understanding what Transition Pasadena is all about, I incorporated direct quotes from stakeholders that clearly and intuitively communicate Transition Pasadena’s value and mission.