The New Jersey School Boards Association (NJSBA) is a vital resource for school boards and public education stakeholders across the state. However, its website had grown outdated, both in design and functionality, diminishing user engagement and content value. NJSBA partnered with us to deliver a complete website overhaul — one that modernized the user experience, strengthened their digital infrastructure, and brought clarity to their mission.

The Situation

• Outdated Design and Content: The site’s visual presentation was stagnant and failed to reflect the professionalism and impact of NJSBA’s work.
  
• Poor Navigation and Organization: Key information was difficult to find, especially due to how content was stored and indexed — many resources weren’t appearing in search results.
  
• Minimal Engagement: Visitors were not exploring the site or using its tools and content, limiting its utility.
  
• Underrepresented Advocacy: The old design did not effectively promote NJSBA’s advocacy initiatives, mission, training programs, or member services.
  
• Cumbersome Workflows: Site maintenance was time-consuming and frustrating for staff.

• Complex Technical Needs: The project required advanced features, including integration with Cobalt AMS and support for monetization tools like ads and job postings.

The Work

Structured Content and Smart Taxonomy

We worked closely with NJSBA to clarify and standardize their taxonomy — enabling dynamic relationships between content types and eliminating silos.

Refined Information Architecture

We developed a member-informed information architecture. These insights guided a streamlined global navigation system that improved discoverability of high-impact sections like Advocacy. Usability testing showed a 14% increase in users’ ability to find top-priority content.

Enhanced Access and Navigation

We introduced clear pathways to support high-priority member tasks, including role-based navigation options. Key sections like Advocacy were elevated for visibility and impact.

New Visual Identity, Updated Branding, and Enhanced Usability

To completely reimagine the client’s branding, we developed style-tiles that balanced a professional and approachable tone. The design used rounded corners, bold shapes, vibrant colors, and clean typography to create a cohesive, user-friendly look. For content-heavy pages, we emphasized clarity and visual hierarchy, helping users find key information quickly and encouraging action through strategic use of color.

Technology Upgrades

We introduced several powerful backend and frontend features:

• API Integration with Cobalt AMS: Automatically pulls events into WordPress CMS and includes them in site-wide search.
  
• Ads and Job Postings: Implemented ad-friendly templates and a customized Jobs Manager plugin to support revenue-generation and streamline job listings for members and non-members.
  
• Improved CMS Usability: Editors now benefit from flexible content templates and a cohesive design system that’s easy to maintain long-term.

• Single Sign-On (SSO): Secure access for members to exclusive content.