Prosperous by Design
2021
One Columbus, formerly known as the Columbus 2020, plays a vital role in Central Ohio: driving economic development. From serving existing businesses to attracting new ones, the organization has partnered with hundreds of companies, secured billions in capital investment, and created over 50,000 direct jobs. They knew modernizing their website would only lead to greater impact.
The Ask
The 11-county Columbus Region that One Columbus serves has grown at a rapid pace. Naturally, so has the organization. With so many people contributing content to the former site, it became challenging to navigate and use to its full potential as a business development tool. Many UX issues were the result of limitations on the back-end. One Columbus wanted to start anew—to focus on content and introduce simple, clean design.
SERVICES
- Content Strategy
- CX Strategy
- CMS Implementations
- Enterprise Websites
THE APPROACH
From the very beginning, we found an enthusiastic and collaborative partner in the One Columbus team. We recognized the importance of aligning the wants and needs of the new site across the organization. Coming together at the One Columbus office, we conducted in-depth team interviews and went through meaningful card-sorting activities. Amy Harman, Director of Marketing at One Columbus, said, “Mindstream made it easy to get input from those whose opinions matter, and this ultimately got the project to a better place faster.”
Once a clear vision was established, our creative team began its design exploratory—bringing award-winning expertise to the goals set forth by One Columbus. They presented design concepts that found new approaches to imagery, copy, and the overall organization of content. Thoughtful feedback from Harman and her team furthered refine the experience.
Significant strides were also made in regard to content management. Moving the organization to a more intuitive platform and providing quick reference guides brought newfound ease to tasks like uploading content and formatting imagery. With previous back-end limitations no more, the new site could be routinely updated without compromising its UX or design integrity.
The Outcome
Harman said the new One Columbus site helped the organization’s content become, “more targeted to the value proposition and allows for opportunities to work directly with clients and partners on more personalized requests.” She then went on to discuss how the site realized a longstanding hope of hers—that the organization was, “not trying to be everything to everyone anymore.” The Columbus Region counties were enthusiastic about their individual representation on the site, just as employees were relieved to have updated, trustworthy content they could refer business prospects to. Like the region it serves, the One Columbus site was a testament to forward momentum and opportunities to come.
“Mindstream brought thoughtfulness to all of its work—there was never a reactive mindset to simply getting the work done but to be well-informed and highly detailed from the start.” - Amy Harman, Director of Marketing at One Columbus
The Results
increase in traffic from MoM
increase in leads from MoM
increase in organic traffic MoM
increase in organic leads MoM
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