National Renewable Energy Laboratory (NREL)

INFORMATION ARCHITECTURE STRATEGY

Overview

While working as a Lead UX specialist at Vermilion Design + Digital, based in Boulder, Colorado, I collaborated with the National Renewable Energy Laboratory (NREL), and an internal team of business development and digital marketing leads, to provide recommendations on the information architecture for their website. The project focused on optimizing usability, aligning the site with the needs of diverse audiences, and ensuring it effectively supported NREL's mission of advancing renewable energy and energy efficiency.

The project aimed to create a more intuitive and accessible website, enabling researchers, policymakers, and the public to effortlessly find the information they need. By crafting information architecture recommendations, the goal was to organize over 10,000 pages into a clear framework that balanced SEO and digital marketing strategies with a user-centered experience, ensuring the site effectively supported NREL's diverse audience and mission.

 
 

The National Renewable Energy Laboratory (NREL) conducts cutting-edge research and develops innovative technologies to advance renewable energy, energy efficiency, and sustainable energy solutions.

 

Early Sketching of Architecture Solutions

Early in the planning process following the analytics audit, based on the audit findings and a heuristics review, I sketched possible information architecture approaches with the digital marketing team. This collaborative and data-driven approach resulted in driving IA recommendations that not only enhanced NREL's ability to share its groundbreaking work but also empowered users to easily access the information they need to make meaningful contributions to advancing renewable energy solutions.

 
 

Whiteboard sketches created with colleagues following analytics audit

 

Approach and Key Activities

As the Lead UX specialist collaborating with NREL, I played a key role in recommending pathways towards a user-centered digital experience that aligned with the organization's goals and amplified its impact by:

  • Collaborating with the Digital Marketing Team:
    I partnered closely with the digital marketing team to translate marketing insights, content audits, and analytics reviews into actionable information architecture recommendations. This ensured the framework supported SEO strategies, achieved digital marketing objectives, and prioritized the needs of end users for a seamless and effective online experience.

  • Driving User Research:
    Through interviews with NREL’s diverse audience, I uncovered key user needs, behaviors, and challenges. By leveraging user proto personas, I identified critical user journeys and strategically prioritized site content to meet the unique needs of researchers, policymakers, and the public.

  • Streamlining Content:
    I conducted a comprehensive audit of the existing website’s structure, content hierarchy, and navigation. This effort eliminated redundancies, consolidated outdated information, and incorporated data-driven insights to create a streamlined and intuitive experience.

  • Designing a User-Centered Architecture:
    I developed and proposed a new site information structure grounded in user-centered design principles, crafting clear and accessible pathways for users to engage with NREL's resources. By creating detailed site maps and wireframes, I ensured the proposed changes addressed both user and organizational goals effectively.

 

Sitemaps for key research areas of the website

 

Outcomes and Impact

The redesigned information architecture recommendations fostered a pathway to a seamless and engaging user experience, enabling key audiences to easily access and utilize NREL's resources, ultimately amplifying the reach and impact of their groundbreaking work in advancing sustainable energy solutions.