PROJECT BACKGROUND
USGLC tasked Edelman to design and develop an engaging microsite to launch the 2021 Report on Reports. This microsite was intended to encourage pdf report downloads and livestream the discussion and panel with Jake Sullivan, National Security Advisor to President Biden.
MY ROLE: UX / UI / INTERACTION DESIGN LEAD
Information architecture, wireframes, visual design, interaction design, content strategy photography sourcing, client presentation
Project Summary
This project was equal parts fun and challenging due to the quick turnaround time, as we had just over 2 weeks from brief to website launch. USGLC partnered with Politico to launch their highly awaited yearly report, which meant a link to this website would hit 200,000 email inboxes, instagram, facebook, twitter and publication feeds.
In order to engage users, USGLC wanted to push the web design further as they needed to garner traction for the report due to the inability to host a launch event due to COVID-19.
Challenge
How can USGLC release the yearly report on reports to members and stakeholders in a way that will engage their audience, increase time with report content, and promote brand awareness? Due to COVID-19, USGLC has had to pivot from in person events to engaging digital experiences for initiatives such as the Report on Reports.
BUSINESS REQUIREMENTS
1.) Complement visual design of the pdf report 2.) Push visual design boundaries of current website 3.) Attract potential members to understand that USGLC is the leader in the space. 4.) Host video content from live panel / discussion with Jake Sullivan, National Security Advisor.
Solution
Edelman designed and built a highly visual microsite, with. parallax scroll and slight animation to encourage users to spend more time on the site, as they read through the report content.
• Intuitive navigation allows for the user to read and navigate the different sections of the PDF report, therefore reducing the amount of time spent scrolling.
• Created pathways for users to consume additional (non-digital) content such as fact sheets and the full PDF report.
• Reinforced that USGLC is the thought leader in the space with impressive design and animation throughout the microsite.
Results
The microsite successfully launched when the 2021 Report on Reports was released, becoming the most trafficked page on the USGLC website.
Accomplishing the goals of the project, the final outcome energized the clients for additional and continued work with USGLC.
