The National Sheriffs’ Association (NSA), a nonprofit organization dedicated to raising the level of professionalism among sheriffs, their deputies, and others in the field of criminal justice and public safety, contracted Blue Water for a website redesign and modernization. In particular, Blue Water was asked to make the site responsive, and assess whether a Drupal upgrade was possible. Increased positive perception of law enforcement with the public was an ancillary goal.
As part of the agency’s RapidUX process, Blue Water fielded a website user survey for NSA visitors, guiding the information architecture and content strategy for the new site. In addition, to aid with responsiveness, a more modular grid layout was applied. And, to further reinforce the brand experience, Blue Water up-weighted the bold gold, yellow and dark blue brand colors throughout.
The new website was well received by both the client and NSA visitors. Barely three months after launching, Sheriffs.org had already seen a 16.6% drop in bounce rate, and a 7.11% increase in pages per session, adding to an average session duration increase for mobile devices to 62% year over year.