Pioneers.org

Problem

While working as Art Director for Pioneers’ Marketing Team, we identified that our website (Pioneers.org) had a two-fold problem:

1. Thousands of visitors per month, but only a very small portion were actually in our targeted user group of “goers”
   1. Most fit into other user groups not addressed on the site
   2. There was no clear user journey for these other groups of “learners” and “supporters”

2. We had an abundance of great media and content, but not even our own workers were able to find it.
   1. Navigation was over-simplified to put forward just a single CTA: apply
   2. The search functionality was limited and didn’t deliver an efficient way to access all of the content.
   3. There were no small or intermediate steps of engagement opportunities

Additionally, the brand had evolved since the last iteration of the website was launched, so a refreshed design was necessary to convey a richer and more cohesive brand experience.

Solution

We needed to re-envision our website as a full-fledged marketing tool instead of a brochure for people to join our organization.

1. Mega-menu-style navigation that features all facets of our media and resource library
2. Multiple, clear on-ramps for engagement

To address these issues, we created a plan:

Review and categorize all content

We conducted a content audit to identify all of our existing content as well as where potential new content could help fill holes and garner some quick wins with users. Trends quickly emerged related to actions and user groups.

Define all user groups

The content audit helped us understand that users who visit our website can be divided into three groups of action-takers (these are not mutually exclusive groups): Learners, Supporters, and Goers. From here we created a content strategy and information architecture that guides users to the relevant content that can move them toward greater levels of engagement with Pioneers.

New Website Design System

Thoughtful, purposeful color palette.

A color system with three color groups as a subtle nod to the three primary groups of action that users can take.

1. Blue: Learn (learn about Pioneers, learn about missions, etc.)
2. Yellow: Support (pray, give, partner)
3. Red: Go (become a missionary)

Updated typography

Updated typography with clearer hierarchy that better reflects Pioneers’ brand voice and tone.

Iconography

A versatile icon set that can appear as 1 color or duotone depending on usage and context.

Navigation

Exponentially expanded navigation as a “mega-menu” to present key resources by category and help users realize their purpose for visiting.

Simplified menu on product pages that only presents a primary call to action, but also offers user the option to return to main navigation.

Rich search feature with filtering capabilities.

Customized, reusable components and resource templates.

SEO

Focused effort to interlink content for greater SEO performance and more time spent accessing helpful content.

Sub-Brands

A sub-brand system for key products and categories of information. Sub-brands are color-coded and help clearly identify various offerings and products for users.

Homepage

We created a new homepage design and strategy that guides user toward action, presenting different paths. The updated header section of homepage features clear, direct language and video reels from around the world to help set the mood of our brand and add eye-catching motion.

To check out the entire website, visit Pioneers.org.