We’re excited to share that Activated Growth (AG) has been honored with a Gold AVA Digital Award for our transformative website redesign of the International Space Station (ISS) National Lab website! This prestigious recognition celebrates excellence in digital communication, and we’re proud to be recognized for our work in creating a more engaging, accessible, and high-performing online experience for a website that serves more than 600,000 visitors annually.

A Strategic Approach to Transformation

AG took a research and data-driven approach to the redesign of this 3,000+ page website, beginning with an in-depth discovery phase. We conducted sessions with 33 ISS National Lab stakeholders, reviewed dozens of internal documents, analyzed Google Analytics data, and examined websites of industry-related companies and other national labs. This process provided a deep understanding of user needs, industry standards, and content opportunities.

We then developed a comprehensive insights and recommendations report, outlining key findings, high-level strategic recommendations, audience segmentation and personas, design and content recommendations, insight gaps, and potential concerns. Once we secured client agreement on these strategic recommendations, we moved into the redesign phase, starting with site navigation restructuring. This was followed by the design of key pages to serve as templates for the rest of the website.

A Mission-Driven Redesign

The ISS National Lab website serves as a key resource hub for researchers, educators, investors and space enthusiasts, providing information on space-based research and its benefits for life on Earth. Our website redesign aimed to elevate this platform by improving user experience, increasing user engagement, optimizing search engine visibility, and enhancing overall site functionality.

Key highlights of the project included:

• Robust Research and Data Analysis: Leveraging tools like SEMrush and Google Analytics, we applied a data-driven approach to inform strategic decisions and ensure optimal site performance.
• Clarifying Objectives and Priorities: Our in-depth research, combined with close collaboration with the ISS National Lab team, shaped site priorities, structure, and content decisions, ensuring a seamless and user-centric experience tailored to their mission and audience needs.
• Improved Site Structure: A streamlined, visual navigation system created a clear, logical hierarchy and an engaging experience. We also incorporated audience self-segmentation, allowing users to quickly access and engage with relevant content.
• Content Optimization: By integrating targeted, high-volume keywords, we aligned the site’s content with user search intent, increasing visibility and authority in the space research community. Featured content elements guided users deeper into the site, reinforcing key messaging.
• Engaging Design: We incorporated real-life, emotional imagery to highlight the tangible benefits of space research in a relatable way. Interactive elements such as hover effects, parallax images, rollovers, and subtle animations enhanced engagement. Short subheads and bullet points made content easily scannable.
• Mobile Optimization: With over 40% of visitors accessing the site via mobile devices, a responsive design ensured a seamless experience across all screen sizes.