It was in 1908 that 50 postal supervisors from 13 states got together in Louisville, KY to form an association to promote the welfare of supervisors, and the improvement of the United States Post Office Department. Now an established management association with statutory rights, NAPS represents over 32,000 active and retired supervisors, managers, and postmasters from its headquarters in Alexandria, VA and more than 320 branches across the nation. Its mission continues to focus on action to maximize quality of life for members, promote their welfare, widening their scope of opportunity, and to work with the United States Postal Service and other federal agencies to raise standards of effectiveness and efficiency.

NAPS asked us to redesign their website, giving clarity and emphasis to the communication of the Association’s overall goals and key messages.

To give the redesign clear direction we conducted stakeholder interviews, and went on to agree a number of qualitative and quantitative goals in a general discovery discussion with the client team. Goals and keywords are summarized as follows:

Qualitative Goals:

• To tell the story of NAPS and its members quickly and effectively

• To improve the website’s overall information architecture by making navigation more intuitive, logical, and accessible to current and prospective members; quickly channeling visitors to appropriate information

• To improve the website’s visual aspects with a more modern, professional, and personal look and feel; portraying a world class organization representing the interests of very important Federal employees

• To capitalize on the excitement generated by the redesign project in composing content that is more compelling and engaging

• To instill in current members a sense of pride in their membership

• To serve as the hub for NAPS-related content

• To establish persona-based calls-to-action that encourage users to engage actively with NAPS
   

Quantitative Goals:

• To increase site traffic by driving people to the new site via online marketing campaigns

• To grow membership by promoting its benefits to eligible users

• To reduce the number and length of phone calls fielded by NAPS staff by referring members to the website for information