New Target married clean design and powerful and flexible content management features for the American Cleaning Institute, and it now stands as an example of how nonprofits can offer their users a fresh, clean digital experience.
Replatform a dated, static website into a clean modern user-centered design using a platform that allows flexibility across content. The website needed to provide a hub for all things clean and create a user experience that allows users to find and engage with the content that they care about most. ACI visitors run the gamut from consumers looking for tips to clean to members looking for event and product information to legislators looking for information to help shape public policy.
New Target migrated ACI into Drupal and implemented a number of solutions to remove technological limitations when it comes to displaying content and providing a framework that allows ACI to keep content on brand, but display it in ways that work best for the content. The mega menu got a facelift that organized items using subheads to allow audiences to quickly identify where they need to go and allow ACI to promote different products/tools to site users. The homepage acts as a true window into the organization providing a glimpse into what the organization offers all user groups. Search was amplified using Solr and including features like autocomplete questions, filters, and sticky results.
Established in 1926, the American Cleaning Institute (ACI) is a Washington, DC-based nonprofit that is dedicated to advancing public understanding of the safety and benefits of cleaning products and protecting the ability of its members to formulate products that best meet consumer needs. Since ACI provides information to both the public and to the scientific community they needed to parse and present the information for each audience in a way that was organic and inclusive for visitors who want to cross over from scientific to consumer information and vice versa.
Additionally, New Target’s audience analysis allowed our design and development efforts to provide a more personalized user journey for ACI’s various audience segments.
The goal of the website design was to modernize the look as well as enable a smooth user journey given the variety of topics. Upon arriving on the ACI website, the first thought that comes to mind is “clean” in every sense of the word. Bright and purposeful images positioned strategically upon a white background make it clear that the design embodies the organization’s mission and ensures that navigating through the website will be easy. The use of whitespace and intuitive graphics throughout the website separate content and piques users’ interest on topics like Chemistry of Cleaning and What Clean Means. The CTA’s “Learn More” and “What’s New” seek to answer the most-requested types of information and are conveniently placed above-the-fold. Regardless of what brings users to the website, they are sure to easily gather information and leave with valuable takeaways.
Creating page elements that follow the page designs allowed us to create a flexible system that allows ACI the flexibility to create content that looks unique, while following a larger design guide. This can be seen throughout the site allowing images and color blocks to breakup pages and make content more digestible.
The entirely new user-focused digital experience is powered by Drupal 8 and is built to provide admins the flexibility they need to publish compelling content and better engage with audiences through various touchpoints. To allow ACI to truly connect with audiences, they needed more than a visually appealing design, they needed their platform to be flexible, yet consistent. New Target’s solution was to use Paragraphs. We created more than 15 flexible paragraph types that can be combined to provide flexible page layouts for admins, while providing consistency for users. In addition to Paragraphs, we used Entity Embed which allows content to be embedded in the CKEditor and Color Field which enables color overlay and opacity to be set for each image. These three solutions give admins even more opportunities to make Drupal 8 work for them.
Given the amount of information on the website, New Target put an emphasis on search using Apache Solr to provide a custom experience. It starts with an “Ask Your Cleaning Questions” search on the homepage that includes auto complete for popular cleaning questions and includes sticky search results and a robust filtering system to ensure users can find what they are looking for no matter how they look for it. The website also uses Search 404 since much of the website’s content was reorganized, consolidated, or reimagined as part of the replatforming and website architecture updates. New Target implemented solutions to allow ACI to publish more interactive content including photo galleries using Juicebox, polls using Poll module, and infographics using a combination of Paragraphs and Taxonomies in the admin and CodyHouse’s framework on the front-end.