PRIORITY #1: WEBSITE website WHAT IS WRONG WITH THE WEBSITE?* STEMAC wants to be respected as a key educator and leader around technology yet the STEMAC website is not embodying technology modernity or leadership Visitors must navigate an incredibly complex choice architecture No navigation by audience, summaries, introductions, or intentional frames No introductory communication to humans that are not an "insider audience": What is each page about and what does it mean for me? No easily identifiable or clear calls to action that tie to site metrics “Sign up” and “Subscribe” links are obscured in design and navigation Some layouts, graphics, and imagery use childlike fonts, colors, and styles that primarily are seen in use with elementary school audiences, creating distance between STEMAC and adult audiences Sub-navigation (primarily under Opportunities) mouse-overs are a confusing and overwhelming *See appendix for images of sub-navigation areas of concern EXAMPLES OF WEBSITE USER INTERFACE / USER EXPERIENCE (UI/UX) CONCERNS OUR IMPACT PAGES* No top-of-page summary – what will visitors find and how will they benefit? Top-of-page icon for Bright Spots is garish – locations in state look like pot leaves Case study list and graphics are overwhelming - each case study is too long, lacking hero messaging and framing, not organized by interest type or audience *See appendix for screen grabs of Our Impact page fails RESOURCES PAGES* Teachers and parents are required to sort through a directory, then connect with an Airtable app, then find the appropriate grade level, then click on a minuscule “Go To”, to find the educational program for their student or child. *See appendix for screen grabs of Our Impact page fails VOLUME PR & ENGAGEMENT SCIENCE LAB | 2 8 FOR IDAHO STEM ACTION CENTER