Background

The Learning Garden wanted to increase their web presence in order to support in person programming that was not currently possible due to covid and other factors with the ultimate goal of engaging both a virtual and in-person community.

Goals

The Learning Garden’s initial goal was increased web visibility. I helped them in expanding the definition of this goal by also identifying who they were targeting, by what means and to what end.
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In order to create a functional website, newsletter, and social media presence. I had to figure out who their audience was and what kind of content they wanted to see in order to deliver an impactful experience.

Research

Quantitative

The client previously had not utilized analytics to their full potential. So I set up google analytics on their existing website. I also migrated their substantial mailing list from an outdated newsletter program and transitioned to Substack.

After a few months, I was able to collect useful data about their user base.

Qualitative

Because the garden also has a physical presence, I was able to conduct user interviews in person from a diverse sample group. I also posted surveys on the existing social media channels.

Information Architecture

Low Fidelity Mockup

Key Insights

The Learning Garden, had an abundance of historical programming that had fostered a great deal of good will in the community. This was it’s special sauce. Community building, based on wellness.

The Learning Garden

ROLE

TOOLS