Wondersauce set clear goals to transform the Los Angeles LGBT Center’s website into a unified, user-friendly digital hub that reflects the diversity and vibrancy of the communities it serves. The primary goal was to integrate the Center’s wide array of programs, services, and information into a cohesive platform, ensuring that every user, regardless of their background, could easily navigate and access the resources they need.
A key goal was to improve the site’s User Experience (UX) and Information Architecture (IA) through a strategic overhaul. This redesign aimed to make resources more accessible, enhancing the ease with which users could find relevant information and ensuring a smoother, more intuitive journey from landing page to the content.
In addition to enhancing user engagement, a critical goal was to streamline the content management process. Wondersauce aimed to implement a simplified Content Management System (CMS) that would allow the Center’s various teams and departments to update information more efficiently, ensuring resources remain current while reducing the administrative burden.
These goals were driven by the desire to create a digital experience that not only meets the practical needs of the community but also celebrates the Center’s mission and the diversity of the people it supports.
The Center came to Wondersauce with a hefty task: to combine over 10 websites into one holistic experience that prioritized the ability for their communities to easily access important information they need. The project began with an extensive stakeholder engagement phase, which was fundamental to its success. Wondersauce conducted in-depth interviews and feedback sessions with over 40 stakeholders from various departments at the Center, which helped shape the new site’s structure and functionality. This collaborative effort was crucial for securing buy-in and guiding the website’s direction.
One of the major challenges addressed was the site’s user experience (UX) and information architecture (IA). By categorizing offerings by type rather than by the community served, they streamlined user journeys and significantly improved content management for the Center. Additionally, they merged over 10 separate websites into one unified platform. This consolidation was key to offering a more cohesive experience that could effectively address the needs of their global audience.
Design played a critical role in the success of this project. To ensure their platform resonated with the diverse communities they serve, Wondersauce crafted and implemented a new voice and tone that is both welcoming and insightful. This was applied across the entirety of the site, complemented by a UI overhaul that introduced more sections for media assets. These enhancements were designed to create a warm, inviting aesthetic that foregrounds the communities at the heart of their mission.
At the backbone of their efforts to provide timely and relevant content was the development of an easy-to-use, multisite content management system (CMS). This system allowed for streamlined management of both the main site and accompanying microsites from a single location. The simplicity and efficiency of the CMS meant that essential information could be updated or added quickly, a critical capability in an ever-changing global landscape.
Throughout the project, Wondersauce faced and overcame numerous challenges, from aligning diverse stakeholder visions to ensuring the technical feasibility of their ambitious unification of multiple sites. Their dedicated approach to stakeholder engagement, UX and IA reimagining, and the creation of a cohesive design language, coupled with a robust CMS, allowed them to bring the project to life in a way that was not only strategic but also deeply attuned to the needs of their audience.
Wondersauce’s efforts have significantly enhanced the Los Angeles LGBT Center’s digital presence, directly boosting user engagement, streamlining content management, and elevating client experience. Since the launch, Wondersaue saw an 18.6% increase in active users and a 17.1% rise in new users, demonstrating success in attracting and retaining a broader audience. The website’s improved search engine performance, with a 26.27% increase in Organic Google Search Average Position and a 251.66% increase in Organic Search clicks, underscores its enhanced visibility and accessibility.
One of the most impactful outcomes of Wondersauce’s work was the establishment of a new department dedicated to client experience at the Los Angeles LGBT Center. By identifying and addressing the need for resources that focused on the community's experience versus the function of the internal staff, Wondersauce helped the Center remove barriers and better serve its community. Additionally, the streamlined CMS has empowered the Center’s team to manage content more efficiently, ensuring that the latest information and resources are readily available.
Overall, the new website not only meets the Center's needs but also stands as a powerful tool for the LGBTQ+ community, reflecting the Center’s commitment to inclusivity and support. This project exemplifies how user-centered design can drive meaningful engagement and organizational growth.
