Wisconsin Economic Development Corp. Website Redesign

The Wisconsin Economic Development Corporation (WEDC) is a public-private organization dedicated to promoting economic growth in Wisconsin by providing financial assistance, tax incentives, and technical support to businesses and fostering job creation and community development.

My Role

Lead UX Designer

Problem

The task was clear: create an accessible website that allows different types of users to easily access content. The existing website had too much content that didn't optimize for mobile and was difficult to navigate.

Solution

To create an accessible website for various user types, I conducted UX research, applied inclusive and responsive design principles, used semantic HTML, ensured keyboard navigation, optimized color contrast and text size, added alternative text for images, used ARIA landmarks, and designed accessible forms.

It all starts with developing a strategy alongside the client

Taking on a project of this magnitude and completing it within a few months is a significant task. UX strategy played a critical role in ensuring the website launched on time. Some of the tactics included:

  1. Implementing a clear communication plan
  2. Frequent and planned check-ins with other teams: development, creative, copy, and the client.
  3. Reusing components wherever possible.
  4. Establishing a schedule for visibility and clear explications for deadlines
  5. Creating a brand guide and design library
Several screen displays showcasing designs from the WEDC website on tablet and mobile

The Power of Storytelling

Storytelling makes a website memorable. We wanted to keep that part of the site but use accent colors and appropriate color contrast so that it would stand out.

Before and after images of a video highlight about a Wisconsinite taking advantage of WEDC programs
Before and after of testimonial showing how the new design passes color contrast, making it easier to read and reuse

Complying to ADA Guidelines

Every step of the process considered users with different abilities. For example, we complied with WCAG Level AA guidlines by adding a pause button to moving content and by appropriately labeling each header for easier navigation on a screen reader.

Screenshot of a moving banner with a pause button
Screenshot of an FAQ section using accordions

Establishing Credibility with the User

The Stanford Web Crediblity Project informed us on different ways to establish trust with the user. For example, all stats are cited and we included information about the people running WEDC.

Screenshot of three stats about the education system in Wisconsin
A screenshot of reusable biography cards, in this case showing Missy Hughes, Secretary and CEO of WEDC

Scannability and Readability

This was a big part of the project. We utilized visual hierarchy, UX writing, and filters to help users quickly digest the content.

A screenshot of a list of key industries each within its own card and and icon for easier visual skimming
A mobile filter of the programs offered by WEDC

Client Approval Throughout each sprint

The client was involved in every step of the process. We utilized Bugherd to conduct internal QAs and provided our client with access. This allowed them to pinpoint desired changes without creating several email chains. It also provided visibility to each task using a Kanban-style board.

A screenshot of how the team's Bugherd board with three sections: Backlog, In Progress, and Done.

Grace did a wonderful job refreshing the UX of our primary website, wedc.org. Her expertise is evident in how she simplified a large amount of information-heavy content into thoughtful, clean, and accessible design. Not only did Grace bring the latest UX best practices to the forefront of our project, but she also provided examples and explained them in ways that were easy to understand. This aided us greatly in making data-backed decisions for our design.

Profile image of Sarah Duchemin

Sarah Duchemin

Senior Director of Digital Marketing
Wisconsin Economic Development Corporation

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