Hispanic Federation

As Hispanic Federation's influence expanded, its digital ecosystem became increasingly fragmented. The organization found itself managing approximately 20 different web properties, each operating independently. At the core of this digital patchwork was a main website built on a proprietary platform that proved rigid and limiting. In an attempt to meet their individual needs, various departments had created their own digital spaces using DIY website builders like Wix, further contributing to the fragmentation.

This disjointed online presence created numerous challenges. Users struggled to navigate between the main site and various microsites, making it difficult to find relevant information. The dispersion of content across multiple sites diluted traffic, reducing the overall impact of Hispanic Federation's online presence. The main site's outdated design, constrained by the inflexible existing system, limited the ways content could be presented effectively. Many pages suffered from content overload, presenting users with overwhelming walls of text. The entire ecosystem lacked coherent information architecture, hindering user-friendliness. Moreover, the limited functionality of the their system prevented Hispanic Federation from creating key landing pages or implementing modern website features.

In essence, Hispanic Federation's digital presence had become a barrier rather than a facilitator of its mission. The organization needed a comprehensive digital solution that could effectively serve its diverse stakeholders, reflect its national scope, and position it as a major player in Hispanic and Latino advocacy across the United States.

To address these challenges, Hispanic Federation partnered with Social Driver to develop a holistic digital strategy and website overhaul. Our approach began with a proposal to migrate Hispanic Federation from the restrictive system to a modern, flexible Content Management System (CMS). This move would empower their team to easily update content and create dynamic pages without relying on external developers.

Central to the strategy was a thorough redesign of Hispanic Federation's information architecture. The Social Driver team conducted an in-depth analysis of all existing web properties, including microsites and standalone initiatives. We meticulously reviewed every page, making recommendations about merging or moving content, and developed a new site map and navigation structure. This new structure integrated disparate elements into a cohesive whole, breaking down internal silos while preserving valuable content.

Recognizing Hispanic Federation's diverse stakeholders, we crafted an audience-centric design approach. This involved creating clear pathways and dedicated areas for each key audience: member organizations, the general public (with a focus on legal resources and crisis information), and donors. We developed a standard set of components that could be used across the site, including FAQ accordions, balanced layouts, and clear calls-to-action. This approach allowed for consistency while providing flexibility to create unique layouts when needed.

To enhance navigation, we implemented a table of contents feature on program pages that follows users as they scroll, helping them orient themselves within long, content-rich pages. We also focused on visual content chunking, breaking up long pages of text into more digestible sections and using different layout options to visually distinguish between descriptions of focus areas and specific programs within those areas.

While Hispanic Federation opted not to rewrite their content at this stage, we developed a strategy for effectively presenting their existing content in the new structure. This included creating flexible layouts that could accommodate varying content needs across different program pages, ensuring that the wealth of information Hispanic Federation had accumulated could be presented in a more user-friendly manner.

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The new site map and navigation structure have been met with enthusiasm from Hispanic Federation's leadership, who anticipate that the integrated, user-friendly design will significantly increase engagement across all target audiences.

The addition of features like the persistent table of contents on program pages and the improved visual chunking of content are expected to make it much easier for users to find and digest information. By integrating many of the microsites into the main website, Hispanic Federation is reducing content fragmentation and creating a more cohesive online ecosystem.

The move to a modern CMS, coupled with the flexible component library, will dramatically improve Hispanic Federation's ability to create and update content quickly and effectively. While Hispanic Federation is not immediately rewriting their content, the new design provides them with the tools and flexibility to evolve their content strategy over time.

This digital transformation marks a key step in establishing Hispanic Federation as a truly national organization. By presenting a unified, professional, and comprehensive online presence, Hispanic Federation is positioning itself to expand its reach, increase its impact, and better fulfill its mission of advocating for Hispanic and Latino communities across the United States.

Through this comprehensive digital overhaul, Hispanic Federation is poised to amplify its voice, extend its reach, and strengthen its impact as a national force for Hispanic and Latino advocacy. The new digital platform not only reflects the organization's growth and national scope but also provides a solid foundation for future expansion and increased influence in the realm of advocacy.

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