The Kresge Foundation is a $3.5 billion private, national foundation headquartered in Troy, Michigan, that works to expand opportunities in America’s cities through grantmaking and social investing.
The Kresge Foundation Communications team looked to Q + TUG to collaborate on a responsive website upgrade that would advance the Foundation’s objectives, positioning the Foundation as a learning institution and a center for research and new knowledge, and shift the site’s focus toward the Foundation’s current work in American cities.
Kresge’s website was in need of a content management system upgrade as well as design and technical modifications in order to respond to dramatic increases in mobile and social media use. These needs provided an opportunity for the Foundation to reevaluate the website’s purpose and improve the user experience with more sophisticated content delivery and sharing capability.
The new website would need to communicate the Foundation’s evolving multidisciplinary approach to grantmaking and social investing. It should also reflect the increasing public visibility of Kresge’s programs and leaders, including the president’s prominence as a thought leader in philanthropy and urban revitalization. In addition, the website should facilitate the presentation of new content in all media formats, content that would in turn help attract visitors and enhance the Foundation’s reach, reputation, and influence.
Q served as project manager on this engagement and worked closely with TUG and the Kresge Communications team during this 18-month project. Experience has proven that diligent and thorough project management is essential and that understanding supported by clear, consistent communication is critical to the success of a project.
TUG began with an analysis of the existing Kresge website; then conducted user research to better understand the actual and desired experiences of key audience members using the site, as well as their digital and social media behaviors. TUG produced a strategy report defining goals and detailing information architecture and user experience plans for the new website’s structure.
Q transformed TUG’s structural framework into a set of vibrant new page designs that highlight Kresge’s work and enhance communication and transparency with Foundation grantees, partners, and the philanthropic community. Each page design was modified for the best desktop, laptop, tablet, and mobile phone experience.