Venerable Boston non-profit the Appalachian Mountain Club, learned that users were frustrated by the lack of functionality on their website and as a result were not using it to book trips as was intended. Looking for a transformational year in 2016, AMC wanted a new website that conveyed the passion their members have for the outdoors and which provided the communication value it was lacking.
To keep pace with the organizational transformation at hand, 451 Agency conducted extensive, member-focus groups to better understand the role the AMC website should play in its members’ lives. Through a detailed user persona and user experience (UX) discovery strategy, the agency uncovered fresh insights on who, why, and how people seek out information. The project included branded content development, a detailed user persona and UX strategy, mood boards, lodging icons, and a final webpage design which threw out the old, highly-transactive, calendar based website.
The resulting design is a dramatic delivery of the outdoor experience. A digital experience which promotes greater involvement with the outdoors, increased trail usage and enhanced giving opportunities. Equally powerful on mobile or desktop, the new site includes streamlined and simplified search, and reservation functionality. The new website launched in the summer of 2016 and is lauded by current and prospective members alike. In addition to winning several digital and design awards, the website has been credited with an overall increase in the AMC donations and new member enrollments.