Geological Society of America
The Geological Society of America (GSA) website serves as a comprehensive resource for professionals, students, and enthusiasts in the field of geology and earth sciences. The site provides information about the organization’s mission, history, and ongoing initiatives.
The GSA website is a vital hub for knowledge dissemination, collaboration, and advancing the geoscience community.
Challenge
GSA hired us in a consulting role to look at their current website and to better their member experience, they were having an issue retaining existing users and encouraging new members to join.
Since they didn't have a designer on their team they were concerned with styling choices and overall navigation. The GSA website is vast with important information regarding grants, research papers, organizations and published works and they wanted to make sure the users were aware of the value they were getting.
Solution
My first task was to conducted a Heuristic Evaluation of GSA's website to asses the usability of the website. This included the new member experience, shop, event registration and membership renewal flows. We were able to identify and prioritize redesign efforts on all flows, starting with the sign up/renewal flow.
GSA didn't have a way to detect someone's email address before implementing our technology, now GSA can locate and show all accounts associated with an email address.
GSA had their membership types divided up into separate pages so we compiled every membership type to one screen.
For new account's, we simplified the flow and broke the required information up into bite size chunks to prevent user's from bailing.