How do you go about assisting an industry's effort to overhaul its perception, while striking a balance between setting the right tone and making sure target audiences can get all of the information they are looking for?
For the Council for Responsible Nutrition (CRN), they started by working with Balance Interactive to research, plan, design and build a new digital baseline.
The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing dietary supplement and functional food manufacturers and ingredient suppliers. CRN companies produce a large portion of the dietary supplements marketed in the United States and globally. CRN represents more than 150 companies that manufacture dietary ingredients and/or dietary supplements, or supply services to those suppliers and manufacturers.
The previous CRNUSA.org website was outdated. After several years of serving its purpose, the information architecture no longer fit its current content needs.
This resulted in an over-crowded home page that became overwhelming to users, even if they knew what they were looking for. Additionally, the website was built on an outdated platform which hindered the staff's ability to produce content. Lastly, the website was not responsive and prevented visitors from accessing content on a mobile or tablet device.
Ultimately, what was really lost was CRN's ability to tell the stories it needed tell while simply and efficiently conveying a sense of confidence in the industry.
Balance Interactive took a data-driven approach to this project, using a variety of methodologies including stakeholder interviews, audience segmentation analysis, analytics analysis and a competitive marketplace scan to gain greater insight into user needs.
Balance Interactive worked with CRN to deliver a modern, easy-to-update and manage website in Drupal 8 that worked on all devices.
Visually, Balance focused on using fresh, warm and compelling designs throughout the site to convey a sense of industry responsibility, integrity, accountability and transparency.
Starting with the home page Balance made sure that the site is much more scannable. CRN can easily promote initiatives like a new product registry, economic reports and news and events. Social media also took on a larger footprint on the site.
The site, which is responsive and works on all devices, includes improved navigation that was created to enable visitors to easily access information. There is a new resource section that includes facts sheets, economic reports and consumer data. The directory allows visitors to search by keyword, topic or type of resource.
The site also better supports both staff and logged-in members.
There is a new member directory, which allows searches by name, company or a specific committee. The site also includes information related to specific to committees, accessible only to those committee members.
Benefitting from the improved admin interface of Drupal 8, CRN staff can publish content once and use it in multiple places, which creates more consistency and improves efficiency.
The new site, built on an open-source platform that is poised to evolve and support CRN's needs for years to come, is also constructed in a way that can grow as its content, topics and areas of focus evolve.