National Apartment Association

Website redesign and rebuild

About NAA

The National Apartment Association (NAA), headquartered in Arlington, Virginia, is a non-profit trade association of apartment communities, owners and vendors. These member companies are also part of NAA with their membership at the local level. Members represent the various facets of the multifamily housing industry: apartment owners, management executives, builders, investors, property managers, leasing consultants, maintenance personnel, suppliers, and related business professionals throughout the U.S. and Canada. NAA lobbies for policies that benefit owners and operators. Its educational offerings are designed to maximize profits and limit liability and renters’ rights.

Challenge & Solution

With NAA’s Drupal 7 website approaching a planned end-of-life, the newly established digital experience team determined to upgrade the content management framework (NAAHQ.org) with new architecture to deliver audience-driven content and improve user experience. It was also critical to continue and improve identified functionality, including Salesforce integrations, digital leasing, supplier directory, and search.

I led the in-depth redesign approach that included a full audit with goal setting. a revised information architecture, updated navigation and testing, content migration planning, and multiple design concepts with user testing. A new interface now promotes personalization through self-identification, serving targeted content to the user.

https://www.naahq.org/

Results

The updated website launched in the spring of 2022 and has been receiving positive member feedback for its improved organization. The personalization aspect of the navigation to access user-specific content has resulted in an increase in pages per session and a decreased bounce rate.