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We selected FFW because of their work with other YMCAs around the country. We knew that they were a highly experienced and capable design and technology firm but more importantly, we knew that they understood our mission and our focus.

<p>David Thompson, Group Vice-President, YMCA of Greater Dayton</p>

<h4><strong>Challenges</strong></h4>
<p>The YMCA of Greater Dayton was having difficulty leveraging its digital platform to serve its community. Their existing site was difficult to edit and maintain for YMCA staff, who struggled with changing and updating pages as needed.</p>
<p>The complexity of the many group and program offerings meant that specific information (such as group exercise schedules) could be nearly impossible for visitors to find. A large number (over 63%) of their visitors were coming to the old site on their mobile devices. Unfortunately, the entire site was not laid out responsively, making it difficult to use on a smartphone. The eCommerce experience was difficult to navigate on both smartphones and desktop computers, which was affecting the YMCA of Dayton’s conversion goals.</p>
<h4><strong> Approach</strong></h4>
<p>FFW adapted the Open Y distribution to add component based atomic design functionality. As part of the content and design work, FFW created numerous page templates with adjustable components. FFW’s team began with wireframes and mockups and worked with the Dayton team to construct a solid content strategy that would inform the layout and display of information on the site.</p>
<p>Because the new site’s structure was simplified to offer a better user experience, and because the content had been structured in a completely new way, FFW and the YMCA of Greater Dayton worked together to migrate the content from the old site. All old content was mapped to the new site, and aligned to the Open Y structure. As part of this project, FFW also trained the YMCA of Greater Dayton staff and provided thorough documentation to help them make the very most of their new site.</p>
<h4><strong>Results</strong></h4>
<p>The end result was a flexible, adjustable design that would allow content creators to move items around on each page, update individual blocks and components, spin up new landing pages, and edit content painlessly.</p>
<p>Lastly, the shopping experience was overhauled so that users could more easily purchase memberships and lessons online. FFW streamlined the shopping experience with Daxko, so that customers can easily make selections and check out on the YMCA of Greater Dayton site, no matter which device they’re using.</p>

E-commerce conversion increase

increase in transactions

revenue increase

Client

Challenge

Technology

Facts & Figures

<h4><strong>Impact</strong></h4>
<p>The YMCA of Greater Dayton team is happy with their new, beautiful, responsive website. The new design is modern and customizable, and contributes to a far more streamlined site structure. A vastly improved user experience and user journey has led to a dramatic increase in conversions, and has helped the YMCA of Greater Dayton better serve its community.</p>

Case Study

A New Site That´s Easy to Manage and Upholds Design Integrity

YMCA of Greater Dayton