Powering the fight for public schools
California Teachers Association
We partnered with the California Teachers Association to overhaul their digital presence and bring a fresh and seamless user experience to their members. CTA.org is now an engaging digital home for public school educators and visually reflects the energy and passion of their membership.
Powering the fight for public schools
Overview
As one of the largest and most powerful teachers unions in the country, the California Teachers Association needed a revamped digital presence to serve as a digital home for an ever-growing membership and to help power the next phase of their fight for free, quality public education for California’s students.
Wide Eye worked closely with the team to create a wholly new digital foundation for their web presence, including an intensive user testing and UX validation process to ensure seamless functionality for the wide variety of audiences served by the site, and a refreshed visual design. In just the first six months, the new website saw a 36% increase in page views and a 32% increase in visitors.
visual design
A bold, refreshed look
Wide Eye’s visual challenge was to build off of the union’s legacy, honoring its 150 years as a leader in the service and advocacy for public school students, while ushering the organization into a new era.
Using the existing brand as a foundation, we expanded the visual language of the organization, introducing new typefaces, colors, and photo treatments, which together helped the brand extend flexibly across social media.
CTA.org is now a site that reflects the boldness of their advocacy and the unity of their membership.
visual design
A bold, refreshed look
Wide Eye’s visual challenge was to build off of the union’s legacy, honoring its 150 years as a leader in the service and advocacy for public school students, while ushering the organization into a new era.
Using the existing brand as a foundation, we expanded the visual language of the organization, introducing new typefaces, colors, and photo treatments, which together helped the brand extend flexibly across social media.
CTA.org is now a site that reflects the boldness of their advocacy and the unity of their membership.
A seamless digital platform
The new site needed to incorporate several external web properties (including an editorial publication site and events registration site), each with their own distinct technical frameworks and needs, into a single platform. We strategically integrated all properties into cta.org, gradually scaling up functionality while constantly auditing the codebase and increasing efficiency.
To accommodate the wide array of audiences, including longstanding members, prospective members, supporters, and policymakers, the site also needed to facilitate many types of user journeys into a streamlined experience. We led an intensive user testing process, including conducting several remote moderated user labs, to inform information architecture and functionality.
“[Wide Eye] takes a collaborative approach, listens to multiple perspectives and is willing to try new things and adapt. It’s great that Wide Eye shares our same social justice values, so we didn’t have to spend a lot of time explaining our mission, our work, and so on. They just got it.”
- Samantha DeMuro, Communications Consultant, Digital Editor, California Teachers Association
The takeaway
Working as a strategic partner, Wide Eye built a new visual and digital foundation for the next chapter of the California Teachers Association. In just the first six months, the site drew significantly greater visitors and drew people to stay on the site for longer, helping to support the organization’s strategic goals for growing a more effective and engaging digital program.
