An Industry Unites Through Common Goals and Values

ZURB helped NEMA increase the value of their industry website through a multiple property integration and consistency.

The National Electrical Manufacturers Association (NEMA) is the association of electrical equipment and medical imaging manufacturers, founded in 1926 and headquartered in Rosslyn, Virginia.

NEMA, the National Electrical Manufacturers Association, is a growing collective of electrical equipment and medical imaging makers. To lay the groundwork for their future growth and increase the value of their site to their members, NEMA was focused on engaging their members and the media with a new website and provide seamless integration of their properties. Leadership felt the company was too siloed with legacy both operationally as well as technically. As a result, the collection of websites had likewise begun to represent these silos, making it difficult to find content for end-users. NEMA tasked ZURB with redesigning the new site and unifying the experience.

After interviewing several NEMA members, we discovered the way the site was laid out was dramatically different from the way users wanted to use it which generated this Design Insight:

ZURB’s redesign included a deep dive into the properties’ usage and personas to incorporate new, modern functionalities and features with a better overall experience and impact across all of the NEMA properties. 

It is more effective to organize navigation by themes, rather than NEMA’s organizational structure, because users are primarily action oriented.

Keeping the user needs at the fore, we completely restructured the site layout and hierarchy around their desired outcomes. Unification and branding consistency across the properties was a key component that made this project a success for NEMA. We also refreshed the visuals with an updated look and logo that spoke better to the support NEMA provides to the industry.

By designing around the user and their needs, NEMA is in a better position to grow their ranks and accomplish their organizational objectives.

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