NOAA Fisheries is responsible for the stewardship of the nation's ocean resources and their habitat. The organization provide vital services for the nation: productive and sustainable fisheries, safe sources of seafood, the recovery and conservation of protected resources, and healthy ecosystems – all backed by sound science and an ecosystem-based approach to management.
The organization’s team of content editors required the ability to create and disseminate content to their client base frequently and with greater ease. This communication method not only impacts efficiency, but customer service and growth. NOAA’s content editors not only know the content, but the organization's greatest consumers (fishermen, educators, scientists). This team needed the ability to strategically interact with clients, and streamline all information regarding NOAA Fisheries.
In 2016, NOAA Fisheries partnered with Mobomo to restructure and redesign its digital presence. The organization wanted to address poor site navigation, one of the biggest pain points for users. NOAA Fisheries also suffered from siloed information between its website and internal servers. The organization needed to consolidate information into one main site that could effectively communicate to a variety of stakeholders.
The redesign started by conducting user testing across four key audiences: government, non-government scientists, fishermen, and educators. This survey enabled NOAA to discover that a majority of its audience did not use the technical vocabulary traditionally presented in its site navigation and architecture. As a result, NOAA removed the technical terminology that caused confusion, improving user engagement by 13 percent.
Developing a mobile-friendly, responsive platform was also of the utmost importance to the NOAA Fisheries. By utilizing Acquia Cloud, NOAA was able to develop and integrate the pertinent information its users need with a beautifully designed interface.
NOAA Fisheries’ new site has resulted in an increase in engagement and site conversations. By consolidating information onto one main site, users can now easily access the content they need. The ease of authoring now available for NOAA’s team of content editors has also increased mobile traffic and SEO optimization.