case studies: Newspaper Association of America
Industry
Media and Publishing
Client
The Newspaper Association of America (NAA) represents the $55 billion newspaper industry through advocacy and communication to Congress, news media, and Wall Street.
Challenge
In this crucial era of digitization, all news outlets are struggling to relay their value proposition in what is relatively new territory. As the voice for the newspaper industry, NAA had an obligation to lead by example.
Solution: Faceted Search
NavigationArts began with an evaluation of NAA’s main website and 35 sub-sites, print publications, and web analytics. Analysis revealed critical flaws:
- Departmentally-driven site architecture locked NAA's resources into a rigid structure
- Navigation based upon single topics limited the ability to cross search by common themes
- Lack of clear calls to actions meant users weren't encouraged to dive deeper into the site
Using industry-specific taxonomy and disciplined content tagging, NavigationArts developed a site architecture powered by faceted search, opening up once siloed content, allowing users to search across all topics.
Other Project Results Included:
- User interface design with a clean, sophisticated look and feel
- Template development in XHTML and CSS to meet legacy CMS requirements
- Web content governance model outlining workflows, content rules, and staffing plan
For a more detailed look at our work with NAA, download the full case study.