American Sociological Association (ASA)
Summary: I led the end-to-end redesign of the ASA website, delivering a mobile-responsive, user-centered platform that improved navigation, content discoverability, and usability. The project established a sustainable, scalable digital framework for the organization, supporting engagement across sociologists, members, and the broader academic community.
Role: Project Lead, Web Strategy & Information Architecture (2016)
Core Skills: Project scoping, requirements definition, RFP development, vendor selection and management, web content strategy, information architecture, taxonomy design, Drupal CMS migration, content audit, user research, and content curation.
Role Overview
ASA needed a modern, accessible website that aligned with organizational goals while serving a diverse community of members and researchers. I directed the redesign from planning through launch, overseeing vendor coordination, IA development, and content strategy to ensure a cohesive and engaging user experience.
Key Responsibilities
Project Scoping & Vendor Leadership
Conducted a comprehensive review of ASA’s digital challenges to define project goals, scope, and a practical roadmap.
Developed a detailed RFP, evaluated vendors, and selected a digital agency aligned with budget, technical requirements, and project objectives.
Served as the primary liaison between ASA leadership, member task forces, and the agency to maintain alignment and clarity throughout all phases.
Content Strategy & Information Architecture
Conducted a full audit of ASA’s digital assets to identify high-value content and reorganize it for better discoverability.
Designed a taxonomy with input from members to structure content intuitively across sociology topics.
Conducted user interviews, surveys, and card sorting to inform the site’s information architecture and navigation patterns.
Editorial Planning & Content Curation
Implemented an editorial calendar to feature relevant sociology content, including journal articles, member insights, and news updates.
Collaborated with the agency to refine wireframes, IA, and visual design to create a consistent, engaging user interface.
Developed workflows for ongoing content updates to ensure sustainability and alignment with ASA’s mission.
Impact
Improved User Experience: Taxonomy-driven structure and mobile-friendly design enabled users to find and explore content efficiently.
Increased Content Visibility: Key publications, news, and member-generated content are highlighted effectively on the homepage.
Sustainable Management: Clear workflows and documentation ensure ongoing content quality and governance.
The redesigned ASA website modernized the organization’s digital presence and positioned it as a central hub for the sociology community, supporting research, engagement, and member services for the long term.
