Website Redesign
Much like taking down big tobacco, crushing goals like improving user experience, increasing site traffic, boosting content consumption, optimizing for mobile, and strengthening brand awareness, all start with getting the facts.
The fight against big tobacco is the driver behind the Truth Initiative®, a leading public health organization that creates and shares valuable content. As a trusted public resource, Truth Initiative is rooted in deep research and policy studies. Genuine, our digital transformation experts, knew that unless the user experience was simplified and well-designed, all that great information would remain unseen.
Much like taking down big tobacco, crushing goals like improving user experience, increasing site traffic, boosting content consumption, optimizing for mobile, and strengthening brand awareness, all start with getting the facts. To learn how audiences were engaging with the site, Genuine employed multiple layers of user testing including card sorting, tree testing, and usability testing. Then used smart, data-driven design and a best-in-class CMS to achieve the Truth Initiative’s goals in style.
Through this completely redesigned and modernized website, Genuine helped the Truth Initiative continue to inspire effective change across varied audiences.