USRowing Website Redesign and Rebuild

Challenge

USRowing's website needed an upgrade. They wanted to move beyond basic functions and migrate to a modern CMS designed around their users' needs. In choosing a partner for this project, they knew they would need an agency that could bring a thoughtful approach to their brand communication strategy, as a large part of their decision to revamp their website came from a desire to cast a wider net within the USRowing community and “open the boathouse doors” to a broad audience of masters, youth, coaches, referees, and boosters.

To achieve this, the project required:

• A welcoming, attractive, and user-friendly frontend design.
• Selection and migration to a flexible, scalable, and modern CMS.
• Decoupling the site frontend from the content management backend for future adaptability.
• Adherence to accessibility guidelines.
• Streamlined organizational processes leveraging APIs.

Process

We approached this project collaboratively, starting with meticulous planning and discovery to build momentum for a successful launch.

Discovery

We dove into USRowing's existing systems, website analytics, and user personas to build a shared understanding of their audience and goals. This exploration highlighted the benefits of a headless CMSOpen TooltipA headless CMS is a CMS that separates the content management backend from the frontend presentation layer, delivering content via APIs to any device or platform rather than being tied to a specific website template or display format. architecture, which decouples content management from the presentation layer, allowing for greater flexibility and simpler future design updates.

Design

Our design process integrated user experience (UX) principles with visual design. Working closely with USRowing through iterative, bi-weekly sprints, we developed UX wireframes and established the website’s overall look and feel, ensuring user needs were central.

Development

Following the architecture defined in discovery, we set up repositories for each component and began building the platform. We used a loosely agile methodology, holding regular meetings with key USRowing stakeholders to review progress, check in, and proactively identify any potential risks, ensuring the project stayed on track for a timely launch.

Migration and Quality Assurance

Migrating content was a joint effort between Cast Iron and USRowing. This allowed USRowing's internal stakeholders to engage directly with the new backend interface, providing valuable testing opportunities and facilitating proactive training on the new system. Meanwhile, Cast Iron performed rigorous quality assurance, integration tests, and browser testing, to ensure top-tier performance and functionality.

Casting Off

Come launch day, we meticulously transferred content and source code to the production environment. We handled details like domain name configuration, SSL certificates, and DNS updates as needed, guaranteeing a flawless and seamless launch of the new website.

Results

The revamped USRowing website clearly reflects the organization's vision to advance rowing's legacy and share its rewards with everyone. The improved user experience, especially features like "Find a Club," provides clear, actionable pathways for visitors to get involved and onto the water.

Operationally, the new headless CMS and integrations with the USRowing CRM have significantly simplified the management of numerous coaches, athletes, boosters, and rowing clubs.

USRowing continues to partner with Cast Iron Coding for ongoing website maintenance and improvements, ensuring the platform evolves alongside their needs.