Overview
A groundbreaking website for NRPA that reimagines how visitors interact with association content through an intent-based selector and video-driven storytelling.
NRPA serves diverse audiences—from park professionals to community members to policymakers. The challenge was creating a navigation experience that would help each visitor type quickly find relevant resources.
- Multiple audience segments with different needs
- Extensive content library requiring smart organization
- Conference and certification program integration
- Advocacy tools for grassroots campaigns
We developed an innovative “intent selector” that presents visitors with 6 options based on what they want to accomplish, routing them to personalized content paths:
- Video hero with 6-option intent selector overlay
- Personalized content journeys based on visitor goals
- Parks & Recreation Magazine digital archive
- Career center and certification tracking
- Research and data visualization tools
- Advocacy action center with legislator lookup
See the Design in Action
Explore the full design concept and see how we approached solving the challenges outlined above.
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