Irish Academy of Public Relations

Problem statement

The current iteration of the IAPR website faces challenges in terms of course visibility, enrollment efficiency, and overall user experience. Thus, there is a need for a comprehensive redesign, to resolve existing challenges but also to position itself as a leading resource in the PR education landscape, serving the needs of professionals and novices alike.

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How might we enhance course visibility and enrollment efficiency on the IAPR website, creating an engaging and user-friendly experience that caters to both PR professionals and aspiring practitioners?

Communication

I had two supervisors, Ellen Gunning and Colette Newport, who I worked closely with for the duration of my internship. With Colette, my direct supervisor, daily check-ins were established to ensure a quick exchange of ideas, feedback, and progress updates. With Ellen, my general supervisor, I had check-ins one to two times a week, which were instrumental in aligning the design objectives with the overarching organizational goals.

Current information architecture

I began the redesign by familiarizing myself with the architecture and content of the website. Through this process, I gained an understanding of the existing information hierarchy and identified opportunities for enhancement and optimization.

This familiarization allowed me to lay the groundwork for informed decision-making and strategic planning as I moved towards subsequent stages of the project. I saw that navigation was difficult due to a lack of clear structure, with inconsistency in design elements further adding to the confusion. The surplus of links contributed to a cluttered interface, making it hard for users to locate information efficiently.

User personas

I utilized research insights and user interview transcripts that my supervisors previously collected to understand pain points. Then, I created two personas to summarize my findings, synthesizing the key pain points and needs of users.

I became aware that I was designing for two user groups. One group was focused on individual professional development, seeking personal growth, while the other was oriented towards organizational professional development, for either their corporation or charity. This highlighted the need to ensure that the course enrollment process was linear, efficient, and seamless.

Pain points

• Navigation Complexity: The current website suffers from navigation complexity, as the merger of IAPR and PRTA has led to a stitched-together structure
• Inconsistent Content: There is a sense of disjointed branding and messaging
• Outdated or Irrelevant Content: The outdated content can be confusing for users seeking up-to-date information on courses

Current design

After understanding the existing information architecture and identifying user pain points, I then analyzed the current website design.

The merging of the IAPR (Irish Academy of Public Relations) and PRTA (Public Relations Training Academy) websites a few years ago posed a significant challenge. The decision to stitch together two distinct websites resulted in a complex structure, marked by inconsistencies and necessitating frequent navigation between the two. This not only introduced confusion for users but also disrupted overall cohesiveness of the online experience. Thus, my focus was directed towards creating a unified and seamless platform integrating the content into a singular, cohesive website.

Insights

• Ineffective typographic and content hierarchy
• Inconsistent branding (due to merging of websites)
• Header contains a multitude of links, extending across two lines
• Website is not accessible – doesn’t pass WCAG (Web Content Accessibility Guidelines) contrast ratio

Design objectives

• Streamlined Navigation: Simplify and streamline the website's navigation structure to eliminate confusion, and provide clear pathways for both personal and organizational users
• Unified Branding: Establish a cohesive and unified branding strategy, and ensure consistency in design elements, messaging, and visual representation throughout the website
• Content Relevance and Accuracy: Ensure that all content is relevant, accurate, and up-to-date

Information architecture V1

After assessing the existing information architecture and content, I created a new proposed information architecture.

One of my main goals was to reduce the number of items in the navigation menu, as the previous website included 9 items, contributing to an overcrowded feel. Through organization and strategic redistribution of site content, I was able to condense it to 5 main categories.

Proposal

I crafted a proposal outlining the strategic improvements and design enhancements, synthesizing identified weaknesses and opportunities within the existing framework. This included a proposed information architecture, style guidelines, and moodboards. I then presented this proposal to my supervisors, providing a clear and cohesive vision for the redesigned website.

Creating visual structure through wireframing

After my proposal gained approval, I moved on to creating wireframes in Figma to visualize the layout and structure of the redesigned website. This step aimed to outline the framework, displaying the proposed design elements and user interactions.

Iterating

After my wireframes were approved, I began to build out the new website page by page in Wordpress through Elementor. Working directly within the WordPress framework with Elementor allowed me to implement design elements with precision.

During this stage, I began populating the pages with content, a critical step in transforming the website from a visual concept to a fully functional and information-rich platform. The addition of content required adjustments to the website design, taking into account both the demands of the content and the constraints of Elementor. This iterative process aimed to optimize both visual appeal and content presentation within the design framework.

Information architecture V2

Based on iterations and feedback from my supervisors, I created an updated version of the information architecture that incorporated refined structures and enhanced navigation.

Style guide

I created a simple brand style guide for IAPR.

I chose to use open-source fonts for their versatility and accessibility. The color palette consisting of white, light grey, black, and red was also chosen with accessibility in mind. I wanted to adhere to the existing red in the IAPR logo, utilizing it as an accent color throughout the website. The light grey provides a sense of openness, neutrality, and clarity. Black, being a dominant color, provides strong contrast against the light background. The cleanliness of the palette enhances the website's professionalism while also maintaining a high level of contrast for emphasis without compromising accessibility.

These choices ensure that the Irish Academy of Public Relations website embodies a sense of simplicity, and professionalism, establishing a trustworthy online presence.

Website guide

I also created a website guide to assist with website maintenance and ensure that content remains cohesive. The document includes detailed information on page layout and text formatting guidelines.

Final design

Home

• Synthesized information about IAPR
• Quick links provided for easy access to course pages
• Quick access to credentials and blog posts

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Courses - Diplomas & Certificates

• Buttons at the top allow users to view all courses offered, and easily access desired course
• Course information organized accordion-style to minimize clutter
• Enroll Now" and "Find Out More" buttons provided for each course, leading to a sign-up form (course enrollment requires consultation)

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Courses - Corporate Training / NGO Training

• Blurb at the top provides an overview for users interested in organizational training (corporate & charity)
• Course information organized accordion-style to minimize clutter
• Testimonials carousel included to enhance credibility
• Enroll Now" and "Find Out More" buttons provided for each course, leading to a sign-up form (course enrollment requires consultation)

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Courses - Online Continuing Professional Development

• Courses laid out in a grid, resembling a shopping style
• Shorter courses are featured, each leading to a dedicated purchase page with more information

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Header

• Features a simplified design with a logo and five links

Footer

• Contains essential elements: address, contact info, social icon links, and privacy policy

IAPR Website: Demo Video