Overview

Catch Carbon is powered by Rare, a global conservation organization with 40 years of experience driving behavior change across 60 countries. Their mission depends on mobilizing individuals and communities to take actions that benefit both people and the planet.

To expand the voluntary carbon credit market, Rare needed a digital platform that could explain carbon offsets clearly, build trust with everyday users, and convert awareness into action. Nothing quite like it existed. Oomph partnered with Rare across two phases: first to bring the concept to market quickly, then to build the infrastructure to sustain and scale it.

The Challenge

The voluntary carbon market had a visibility problem. Carbon offsets represent a powerful tool for individual climate action, but public awareness remained low. Most people didn’t understand what carbon offsets were, why they mattered, or how to purchase them confidently.

Rare needed more than a website. They needed a digital experience system that could:

And they needed it fast, with the flexibility to learn and adjust as real user behavior emerged.

The Approach

Phase 1: Design and Launch

Oomph led discovery, experience design, and development for Catch Carbon’s initial launch, bringing the platform to market in under three months.

We started with a cohort analysis of more than 20 platforms, from other emerging carbon marketplaces to crowdfunding sites like Kickstarter and Kiva, to understand the landscape and identify what was missing. The research confirmed there were no established best practices; Catch Carbon would need to set its own.

From there, we focused on connection and credibility. User journey mapping helped us anticipate visitor mindsets at every stage: curious on arrival, inspired while browsing, confident at checkout. Our approach included synthesizing project data to showcase aggregate impact, simplifying navigation, standardizing project descriptions, and introducing “Collections” that bundled multiple projects to help users maximize their contribution.

We led Rare through a design language workshop, used style tiles to align on aesthetics quickly, and refined full page designs in real time as we tested the internal API. Seven weeks after kickoff, Catch Carbon launched publicly.

Phase 2: Platform Rebuild

With the concept validated, Rare needed infrastructure to match their ambitions. Oomph designed and built a modern, flexible platform, leading both design and engineering.

We recommended Contentful as the content foundation and React for the front-end experience. This headless architecture separated content management from presentation, giving Rare’s team the ability to update messaging, launch campaign pages, and refine user flows without developer dependencies.

We built a modular design system that balanced clarity, trust, and accessibility across every component, from educational explainers to conversion flows. On the engineering side, we extended Rare’s existing API to support the new platform, working alongside their internal team to ensure seamless data flow and operational continuity.

Throughout, we treated the platform as a system to operate, not a project to complete.

What This Made Possible

Two things made this work: Oomph’s ability to balance speed with rigor, and our commitment to operating as a true partner with Rare. In Phase 1, we moved from vision to launch in weeks without sacrificing design quality. In Phase 2, we built on what had been learned rather than starting over, preserving continuity for users while dramatically improving the underlying infrastructure.

Oomph is personally invested in the kind of environmental work Rare does, which made this collaboration something more than a project.

The Result

Catch Carbon launched v1.0 to the public in seven weeks, marking a milestone for the voluntary carbon credit market and democratizing access for everyday consumers. The platform has since been rebuilt on a modern headless architecture that gives Rare the operational flexibility to test, iterate, and scale on their own terms, supported by a design system that maintains quality and consistency as the audience grows.

Why This Matters

Most organizations in the climate and nonprofit space face the same trade-off: build something fast and limited, or invest in systems that take too long and cost too much. Catch Carbon is proof that speed and sustainability aren’t mutually exclusive. They just require the right partner and the right approach.

By treating digital infrastructure as a system to operate rather than a project to deliver, Rare gained the foundation to test, learn, and scale. And by staying in the partnership across both phases, Oomph helped ensure that what was built in Phase 1 wasn’t discarded. It was built on.

It’s nice to have a partnership [with Oomph] where you guys are so honest, straightforward, hardworking, and thoughtful.

— Catch Carbon

Overview

Bradley Hospital is the nation’s first hospital dedicated exclusively to children’s mental health and behavioral health care, and a teaching hospital for Brown University. Families travel from across the country seeking specialized care. Providers turn to Bradley for clinical expertise, education, and research. The organization’s national reputation is well established.

Previously, Bradley’s website lived inside the broader Brown University Health system site, a shared platform built to serve an entire health system with a wide range of services and audiences. As Bradley’s clinical profile and reach expanded, the opportunity emerged to give the organization its own dedicated digital home: one structured specifically around the people who turn to Bradley, the content they need, and the urgency they often feel when they arrive.

That’s the work Oomph was brought in to do.

The Challenge

Elevating Bradley’s digital presence to match the weight of its clinical reputation meant addressing three interconnected opportunities.

First, consolidating Bradley’s content into a unified, findable home. Some Bradley content lived in its own section of the Brown University Health site, while some was spread throughout the broader system. Key educational resources were either static PDFs or hosted on external platforms with no connection to Bradley’s web presence. Users who found one piece of content had no clear path to related resources. Bringing everything together under a single, purpose-built destination would make that content far more discoverable to those in need.

Second, building a structure around Bradley’s specific audiences. Families searching for care for a child in crisis, providers evaluating referral options, and clinicians seeking professional development have distinct needs and varying levels of urgency. Building a dedicated site allowed us to create an Information Architecture that centered around those three groups: their priorities, their task flows, and the moments when they most need clear answers.

Third, establishing a dedicated search and AEO/GEO presence. A standalone domain with structured, indexable content is the foundation for organic search visibility. It’s also increasingly central to how AI-powered tools and engines surface authoritative health information. Bradley is among the most authoritative institutions in the country on pediatric mental health. A dedicated digital presence would enable that authority to translate directly into discoverability for both traditional search and AI-driven discovery.

The Approach

Oomph partnered with Bradley Hospital leadership, clinicians, and internal stakeholders to understand each audience’s needs before making any structural decisions. Those conversations shaped content priorities, navigation architecture, and the task flows that matter most: finding care, accessing crisis support, making a referral, and registering for a course.

A dedicated platform within a shared infrastructure

The site was built in Drupal using the Domain Access suite of modules. This architecture gave Bradley a fully independent domain and brand while keeping it connected to the Brown University Health ecosystem. Bradley-specific content serves exclusively on BradleyHospital.org. Shared resources adapt dynamically to the appropriate domain and theme. Canonical URL strategies prevent SEO conflicts across the two properties. Bradley’s team gained full control of their digital presence without duplicating the operational overhead of maintaining a separate platform.

Three new content types that replaced fragmentation

One of the most significant structural decisions was building purpose-built content types for Conditions, Courses, and Podcasts, formats designed specifically for how Bradley’s audiences search for and engage with information. A long-standing mental health education publication that had existed only as a PDF became structured, accessible web pages. Courses previously hosted on external platforms moved directly into the site, improving visibility, searchability, and registration flow. Podcasts became indexable content connected to related topics and programs. Taxonomy-driven connections across all three types help users navigate related content naturally, rather than hitting a dead end.

Navigation built for action

A custom “I Want To” quick-action menu surfaces the highest-priority tasks across all user types: finding care, accessing crisis support, exploring programs, and making a referral. Families in stressful moments can reach critical information within one or two clicks. Key conversion pathways, including crisis help, philanthropic giving, career exploration, and educational resources, were elevated in the global navigation to reduce friction wherever a user enters the site.

Design that earns trust without creating distance

Bradley’s visual identity needed to feel distinct from Brown University Health while remaining credible within that system. The design extends the Brown Health palette, then refines it: rounded shapes, thick borders, muted tones, and soft animations that create a sense of warmth and approachability without sacrificing authority. As one key stakeholder described it, the site “speaks ‘professional’ while also having a little lighter touch to it.” Accessibility and mobile responsiveness were integrated throughout, with WCAG best practices and screen reader compatibility front of mind throughout the design process rather than as afterthoughts.

What This Made Possible

Since launching in November 2025, BradleyHospital.org has attracted more than 95,000 new users, with nearly 89,000 sessions driven by organic search, the direct result of the dedicated domain and SEO-structured content. The site’s dedicated domain also helps ensure that Bradley content is correctly attributed and surfaced by AI-powered search tools and generative engines. Clear brand identity, structured content, and a standalone domain are exactly the signals those systems use to identify authoritative sources. For a site that previously had no independent search presence, that volume of organic discovery represents a fundamental shift in how families and providers find Bradley online.

Nearly half of all visitors arrive on mobile (48.1%), which validates both the design investment and a harder truth: families searching for pediatric mental health resources aren’t always doing so from a desk. They’re doing it from a parking lot, a waiting room, or a kitchen table at night. The mobile experience was built for that reality.

Key program and condition pages are generating engagement time that indicates genuine research, not quick bounces. Pages covering intensive OCD and anxiety programs, outpatient services, and levels of care are averaging 50 to 83 seconds of engagement time, a range consistent with focused, task-oriented research behavior. Users spend real time with the content that matters to them before taking action, rather than scanning and bouncing. The Courses page averages 65 seconds. 

The returning user base of 13,000 is meaningful in context. Families researching care for a child often return to a site multiple times before taking action. That return behavior signals that the site is functioning as a trusted resource, not just a one-time destination.

Bradley’s team can now manage, update, and promote their content independently, without navigating the constraints of a shared health system platform. The structured content model makes it faster to add new conditions, publish new courses, and surface new resources without relying on outside support for routine updates.

The result

BradleyHospital.org is a purpose-built digital system that reflects the organization’s national authority in pediatric mental health while meeting the practical, urgent needs of the families and providers it serves. The independent domain, structured content architecture, and accessible design give Bradley both the visibility and the operational foundation to grow its digital presence on its own terms.

The site launched in November 2025 with a user testing initiative now underway to inform the next phase of optimization, an approach that reflects Bradley’s commitment to continuous improvement rather than a one-time launch. Design refinements and accessibility enhancements are being worked into the roadmap as the organization gathers real-world feedback from the community it serves.

Why This Matters

Healthcare organizations known for clinical excellence often find it difficult to showcase their unique strengths when operating within the digital ecosystem of a larger health system. The gap creates real costs: families can’t find care, providers can’t make informed referrals, and educational resources reach a fraction of the audience they should. Closing that gap requires more than a redesign. It requires a system that’s structured to perform, built to be maintained, and designed around the people who need it most.

Website accessibility has shifted from a “best practice” to a strictly codified legal requirement. Federal and state regulations have eliminated previous ambiguities, making WCAG 2.1 Level AA the mandatory technical standard for digital content. With updated deadlines now in place, organizations have a renewed window to get it right.

1. The Compliance Deadline: What’s Changed

The U.S. Department of Justice (DOJ) finalized a rule under Title II of the ADA that sets a firm compliance deadline for many entities:

2. Why WCAG 2.1 Level AA?

Unlike older versions, WCAG 2.1 includes 17 additional criteria specifically designed for mobile accessibility and users with cognitive disabilities. Compliance is measured by the “POUR” Principles:

3. Compliance Risks to Keep in Mind

4. Future-Proofing: Looking Toward WCAG 3.0

While WCAG 2.1/2.2 is the current law, WCAG 3.0 is in development (expected no earlier than 2028). It will move from a pass/fail model to a Bronze, Silver, and Gold scoring system. Achieving WCAG 2.1 Level AA now effectively places an organization at the “Bronze” level, providing a solid foundation for future shifts.

Is your website ready for the April 2027 deadline? Achieving WCAG 2.1 Level AA compliance requires more than a quick fix. It means addressing the underlying code, auditing every digital asset, and building accessibility into your process from the ground up. Whether you’re starting an audit, planning remediation, or building something new, get in touch with our team to start the conversation.

Overview

For over twenty years, RepTrak has been the go-to provider for reputation data and insights, helping organizations understand and improve their corporate reputation. With their flagship Global RepTrak 100 report, RepTrak offers an annual definitive ranking of corporate reputation for the world’s leading companies, providing valuable benchmarks that influence strategic decisions and stakeholder relationships.

The RepTrak Platform draws on the world’s largest reputation database with over 20 years of data. Their reputation scores serve as a leading indicator, allowing teams to interpret constantly updating streams of reputation, brand, ESG, and media data.

RepTrak’s Home and Global RepTrak 100 Landing Page are their most important lead generators, making it imperative to get these digital experiences right.

Key results

Increase in report downloads

+ 6 %

YoY conversion boost

+ 40 %

The Challenge

The Global RepTrak 100 report is more than just data — it’s a definitive ranking system recognized industry-wide that reinforces RepTrak’s leadership in the reputation industry. Their homepage demands similar attention as the first or second touchpoint for leads.

The challenge was to design landing pages that not only met the aesthetic and functional needs of their users but also reinforced RepTrak’s brand as a trusted and authoritative source. With the report being their top lead generator for the year, the landing page needed to be engaging, fast-loading, and seamlessly integrated into their Contentful site.

Beyond aesthetics for outside visitors, their internal team required Contentful modeling conducive to empowering Content Managers, guidance on technical integrations, and a new design system.

The Approach

Redefining Technical Support

With any project, proper guidance is an often overlooked prerequisite. It’s fairly common to “know what you want” and have no idea how to get there. It’s even more common to “know what you want” and for that journey to achieve the “want” be ill-advised. Without the outside perspective of a technical solutions partner, internal biases and inefficiencies multiply.

We approached this project interdisciplinary and agile. Assuming the role of impartial confidant, we were able to give the RepTrak team objective recommendations, allowing us to focus on speed with a collaborative touch.

Collaborative and Strategic Design

The Home and Global RepTrak 100 landing page received a complete overhaul, designed to elevate user experience, increase engagement, and drive conversions. Not to mention, make content editing and management easier for all parties internally.

The redesigned landing page is a testament to our collaborative efforts with RepTrak, merging aesthetics with functionality. By focusing on user experience and leveraging Contentful’s robust capabilities, we created a page that not only highlights the significance of the Global RepTrak 100 report but also aligns with RepTrak’s brand values and business goals.

The design features intuitive navigation, clear calls to action, and visually appealing elements that draw attention to key insights from the report. We also incorporated responsive design principles to ensure the page performs well across devices, catering to a global audience.

The Results

The redesign delivered measurable impact on RepTrak’s most important lead generation channels. Report downloads increased by 6% and conversions saw an impressive 40% year-over-year boost.

The new landing page is not just a one-time update — it’s a strategic investment in RepTrak’s digital presence. By ensuring a seamless and engaging experience, we’ve laid the groundwork for future enhancements that will extend to other areas of their Contentful site.

[Oomph] truly understood how important this report was to the company and helped us build something that can be translated across our website — so every piece we release can be just as powerful.

— Bianca Martucci-FiNk, Director of Global Content Marketing, The RepTrak Company

THE BRIEF

Never Stopping, Always Evolving

Leica Geosystems was founded on cutting-edge technology and continues to push the envelope with their revolutionary products. Leica Geosystems was founded by Heinrich Wild and made its first rangefinder in 1921. Fast forward to the 21st century, and Leica Geosystems is the leading manufacturer of precision laser technology used for measurements in architecture, construction, historic preservation, and DIY home remodeling projects.

Oomph and Leica collaborated on an initial project in 2014 and have completed multiple projects since. We transitioned the site into a brand new codebase with Drupal 8. With this conversion, Oomph smoothed out the Leica team’s pain points related to a multisite architecture. We created a tightly integrated single site that can still serve multiple countries, languages, and currencies.

THE CHALLENGE

Feeling the Pain-points with Multisite

Leica’s e-commerce store is active in multiple countries and languages. Managing content in a Drupal multisite environment meant managing multiple sites. Product, content, and price changes were difficult. It was Oomph’s challenge to make content and product management easier for the Leica team as well as support the ability to create new country sites on demand. Leica’s new e-commerce site needed to support:

MULTIPLE COUNTRIES AND A GLOBAL OPTION

SIX LANGUAGES

MANY 3RD-PARTY INTEGRATIONS

The pain points of the previous Multisite architecture were that each country was a silo:

  • No Single Sign On (SSO): Multiple admin log-ins to remember
  • Repetitive updates: Running Drupal’s update script on every site and testing was a lengthy process
  • Multiple stores: Multiple product lists, product features, and prices
  • Multiple sites to translate: each site was sent individually to be translated into one language

THE APPROACH

Creating a Singularity with Drupal 8, Domain Access, & Drupal Commerce

A move to Drupal 8 in combination with some smart choices in module support and customization simplified many aspects of the Leica team’s workflow, including:

  • Configuration management: Drupal 8’s introduction of configuration management in core means that point-and-click admin configuration can get exported from one environment and imported into another, syncing multiple environments and saving configuration in our code repository
  • One Database to Rule Them All: Admins have a single site to log into and do their work, and developers have one site to update, patch, and configure
  • One Commerce Install, Multiple stores: There is one Drupal Commerce 2.x install with multiple stores with one set of products. Each product has the ability to be assigned to multiple stores, and price lists per country control product pricing
  • One Page in Multiple Countries and Multiple Languages: The new single site model gives a piece of content one place to live, while authors can control which countries the content is available and the same content is translated into all the languages available once.
  • Future proof: With a smooth upgrade path into Drupal 9 in 2020, the Drupal 8 site gives Leica more longevity in the Drupal ecosystem

LEARN VS. SHOP

Supporting Visitor Intention with Two Different Modes

While the technical challenges were being worked out, the user experience and design had to reflect a cutting-edge company. With the launch of their revolutionary product, the BLK 360, in 2018, Leica positioned itself as the Apple of the geospatial measurement community — sleek, cool, cutting-edge and easy to use. While many companies want to look as good as Apple, few of them actually have the content and product to back it up.

The navigation for the site went through many rounds of feedback and testing before deciding on something radically simple — Learn or Shop. A customer on the website is either in an exploratory state of mind — browsing, comparing, reviewing pricing and specifications — or they are ready to buy. We made it very clear which part of the website was for which.

This allowed us to talk directly to the customer in two very different ways. On the Learn side, the pages educate and convince. They give the customer information about the product, reviews, articles, sample data files, and the like. The content is big, sleek, and leverages video and other embedded content, like VR, to educate.

On the Shop side the pages are unapologetically transactional. Give the visitor the right information to support a purchase, clearly deliver specs and options like software and warranties, without any marketing. We could assume the customer was here to purchase, not to be convinced, so the page content could concentrate on order completion. The entire checkout process was simplified as much as possible to reduce friction. Buying habits and patterns of their user base over the past few site iterations were studied to inform our choices about where to simplify and where to offer options.

THE RESULTS

More Nimble Together

The willingness of the Drupal community to support the needs of this project cannot be overlooked, either. Oomph has been able to leverage our team’s commitment to open source contributions to get other developers to add features to the modules they support. Without the give and take of the community and our commitment to give back, many modifications and customizations for this project would have been much more difficult. The team at Centarro, maintainers of the Commerce module, were fantastic to work with and we thank them.

We look forward to continuing to support Leica Geosystems and their product line worldwide. With a smooth upgrade path to Drupal 9 in 2020, the site is ready for the next big upgrade.

Museum websites have a unique duality. Unlike many other digital platforms, their primary goal is to encourage visitors to come in person. Their website may feature engaging articles or archives, cool virtual experiences, or highlight important research, but the physical space remains the heart of the museum, home to priceless collections and host to educational tours and programs. While the digital experience is still an essential one, the main objective of most museums is to welcome people through their doors. 

That is why the Visit section of a museum website is extra important. Visitors are looking for a single page that clearly outlines everything they need to know: admission prices and hours, what they can and can’t bring, accommodations for nursing mothers or individuals with disabilities, and so much more. Then again, different people need to know different information, so how do you keep everything together without it ballooning out of control? Despite its importance, many museum websites miss the opportunity to provide clear, concise, and accessible visit information in one central place.

A Survey of Website Visit Page Trends for Museums 

As part of a recent engagement with the Isabella Stewart Gardner Museum in Boston, we conducted a cohort analysis of other leading museum and cultural organization websites. The study focused on key elements of museum digital platforms including menu design, navigation, and the Prepare for your Visit page. We noticed a theme that several Visit pages on museum websites felt like long, endless scrolls. They’re often filled with lots of information, but a lack of structure or thoughtful design makes them difficult to quickly parse. Through this exercise of finding what is and isn’t working well and questioning why, we walked away with a strong sense of what makes a successful Visit page. 

Answer Visitors’ Top Questions

Who, what, where, when, how. When thinking about what information should be contained on the Visit page, these timeless questions are a strategic starting point. Though simple, they are the questions visitors will ask themselves before they arrive at the museum. These questions can take many forms, but for the Visit page, we’re prioritizing logistics:

If you are writing the content for this page, start by answering these key questions. 

You may have your content set, but you also need to think about how it is prioritized through strategic page design. You should make sure that the most important information (usually hours and admission prices) is at the top of the page and always visible. Don’t hide this information in accordions. And even if your admission is always free, point that out. Visitors want to have that information before they visit your museum, so make sure it is clearly stated. After all, free or reduced pricing is often an enticing reason for many to come!

Despite what you may think, duplicating some key content in different locations across your website can be helpful, as long as it doesn’t get confusing. Just because you have the hours on the homepage, doesn’t mean you should skip it on the Visit page. Presenting the information in different formats can also be helpful. For example, MoMA’s visitor guide provides a contained experience which includes a lot of content that can be found elsewhere on the site, but organized for a particular need (someone coming to the museum now).

Strike the Balance between Enough and Too Much with Accordions

Nearly every Visit page we studied used accordions. When you’re looking at a long list of content, the option of tucking away big chunks of it into a collapsible block sounds pretty appealing. That said, there are ways to do it well and plenty of ways it can go wrong.

Whenever you use an accordion, you’re asking users to click or tap to see more. While requiring an action like this can be a nice way to keep visitors engaged, whatever they see before interacting needs to accurately represent what’s inside. Let’s say a user wants to know whether they can carry a backpack around the museum. A generic heading — like “Guidelines” — doesn’t speak to its contents and the user could easily overlook it. Accordions that are organized well and labeled clearly — more like ”What You Can Bring in the Gallery” — can improve content organization and reduce cognitive load.

Also take care to make sure that the accordions are built in a way that everyone can use them. Test them with a screen reader and navigate through with only your keyboard to make sure they are meeting accessibility standards.

Our recommendation: use accordions, but strategically. Don’t have more than 7 or 8 and never add essential information there that visitors would be looking for at a quick glance. 

Guidelines & Policies

One large category that sometimes stumps museum stakeholders is where to put all the guidelines and policies that they often need to state, sometimes even for legal protections. Oftentimes these get lumped into a large accordion or series of accordions on the Visit page, without the key policies pulled out and clearly stated for visitors looking for quick guidance on whether strollers are allowed in the galleries or whether they can take photos with their new fancy camera. 

Particularly when you have an extensive list of guidelines, a successful approach can be linking to a larger guidelines and policies page with the information organized by clear headings and categories (which is also good for SEO/GEO), as seen on The Frick’s website. Just remember our earlier point about duplicate content: For essential guidelines, such as bags and security policies, consider also including this information on the main Visit page.

Help Visitors Plan Their Day

Planning your Visit is a big topic and depending on your museum’s particular offerings, might encompass a lot. Preparing ahead can include everything from directions and parking, what’s on view, amenities (dining, shopping), types of tours offered and at what times, etc. The goal for this content is to make it easy for visitors on the day of their visit, both logistically and emotionally. At the end of the day, you want visitors to get the most out of their time at the museum. Assess what is considered essential information that should be included on the main Visit page, but also what might warrant getting its own subpage. This is where in-page linking can be your best friend. 

Prioritize an Easy Mobile Experience 

Visitors often state that they want to “disconnect” while at a museum. They might be happy to pull out their phone for a photo, but otherwise want to spend their time and energy on the physical space around them. We truly love that for them, but also know that the website can, at times, meaningfully enhance the visitor experience. When thinking about what types of content should be considered from a mobile-first perspective, these come to mind:

Ultimately, any content that is meant to be accessed while at the museum — member login and event schedule, for example — needs to be optimized for mobile. It’s especially important for this content to be easy to use and navigable on a small screen. We don’t want visitors to get lost in their phones or frustrated and ultimately give up. It needs to be intuitive to be a smooth piece of the whole experience.

Building a Successful Visit Page for Museums

Similar to building a successful navigation for a museum website, the first task of any organization looking to refresh their Visit page is to put yourself in the shoes of your visitors. Come up with a few key user journeys for various audiences. What would a family with small children need to know before coming to the museum? How about a person who requires a wheelchair or someone with low vision? What information would a student be searching the Visit page for? 

Beyond walking through the experience first-hand yourself, it helps to get an outside perspective. If you have the means to talk to visitors while they’re on-site, that can lead to some fascinating insights on their in-gallery experience. However, know that you’ll most likely encounter a positive bias in their responses. Not only are they enjoying a day at the museum, but it can be tough to give critical feedback to someone standing right in front of them. 

To counter that bias, gather feedback from additional sources: pop-up or email surveys, controlled usability testing, and website analytics. All of that data together can help give you the building blocks to ensure your visit page strikes the balance between being engaging and informative. By prioritizing clarity, accessibility, and thoughtful design, museums can ensure that visitors arrive knowledgeably at ease and excited to explore. 

A well-crafted Visit page is more than just a logistics hub, it’s the digital admissions desk of your museum.

When done right, it reduces friction, answers essential questions, and sets the stage for a memorable in-person experience. Ultimately, the Visit page isn’t just about driving attendance, it’s about shaping the visitor’s journey from the very first click to the moment they step through your doors.

Learn more about building a successful Visit page in a Case Study of our 2025 Re-Architecture project for the Isabella Stewart Gardner Museum.

By Rachel Heidenry & Rachel Hart

Museum websites are beautifully complex. As the digital counterpart to a physical space, they serve many essential functions. They must reflect the museum’s mission and values, while guiding users clearly to key areas of information. Museums with collections often need dedicated sections for research and archives; zoos may focus on telling the stories of their animals; and contemporary art institutions sometimes even use their sites as platforms for artists to showcase new work. At the same time, nearly all museum websites must serve practical needs like selling tickets or memberships, promoting events or fundraisers, and providing essential visitor information, like hours and directions.

Managing that much critical and varied information is a challenge for any website, which is why strong information architecture (IA) is essential. A successful navigation should be intuitive and accessible, with clear labels and well-organized categories.

Mobile-responsiveness is also crucial, especially for visitors who need quick access to find information, like admission prices or the current exhibitions, or who want to purchase tickets on the go.

For cultural organizations, a strong menu and navigation system is arguably the most important indicator of a successful website. 

A Survey of Website Navigation Trends for Art Museums 

While not all cultural organizations prioritize aesthetics, art museums inherently do. As institutions dedicated to the presentation of art, they think critically about how visual design shapes their brand identity. In some cases, aesthetics can overshadow usability, resulting in beautiful or cutting-edge websites that are ultimately difficult for both internal staff members and external visitors to navigate. 

As part of a recent engagement with the Isabella Stewart Gardner Museum in Boston, we conducted a cohort analysis of other leading museum websites. The study focused on key elements of art museum digital platforms including menu design, navigation, content organization, and user flows. One striking insight was that many art museum websites avoid dropdown menus, instead favoring a simple list of four or five top-level categories. These are often labeled with opaque or “insider” terms, raising questions like: What does “Programs” signify? Does “Art” lead to the permanent collection or temporary exhibitions? Does the general population know the difference? And where in the world is the museum’s blog? 

Let’s take a look at the building blocks of a site’s navigation and what we learned from reviewing a cohort of cultural institution websites.

Utility Navigation

The utility navigation should help visitors quickly access essential information. As the name suggests, the utility navigation traditionally contains tools and actions (like login, search, and language select) that help visitors use the website. You’ll typically see it as a secondary list of items above the main menu, often in a smaller font. 

When deciding what to include in it, consider your primary visitors’ goals: What do they need to know or do on your website? Museums often use the utility navigation to drive high-value actions like purchasing tickets or memberships. Our analysis also showed that museums with online shops frequently included links to the store or member login portals when relevant. In general, it’s best practice to limit the utility navigation to 2-4 key items, not including search.

The Dropdown or Mega Menu

Museums have a lot of content. And the larger the institution, the more content its website undoubtedly has to provide visitors. Our analysis showed that institutions that embrace the dropdown menu are overall easier to navigate and more often mobile-friendly. The bottom line: you don’t want visitors to your website to have to go down rabbit holes to find essential information.

Categories & Language

A navigation menu requires words (obviously). These are among the first words anyone sees when they land on your website. Thus they set the tone and expectation for what kind of museum you are, while also telling the story of what someone can do both on-site and online. Making sure the words that comprise the navigation are distinctive, accessible, and concise is key.

Hamburger Menu

To keep the main navigation simple and clean, some museums, like The Barnes Foundation, opt to put additional links behind a hamburger menu, even at desktop widths. In this way, less significant information does not busy up the navigation, but visitors can still intuitively click through to find other key subpages. If you do this, be sure to still repeat the top level menu items, as this pop-out navigation will become your mobile view.

Conclusion: Building a Successful Navigation for Museums

If you are a cultural institution that is starting to rethink your website navigation, the first step is to put yourself in the shoes of your visitor. It’s critical to put aside internal org charts and take a user-centered design approach. Come up with a few key user journeys for various audiences. How would a first-time visitor purchase a ticket? How would a repeat visitor find more information about a particular work of art they loved? And then navigate your site as your user would. What are the pain points? What works well? What makes absolutely no sense at all? 

Once you’ve done that, be sure to take a step back from your website to see what types of content you have and the common ways they might intersect. This is important for establishing the key categories of your site, as well as its subcategories. You’ll often be surprised at the connections you can make and the overlaps in content that can be streamlined together. 

From there, you have the building blocks to start conceptualizing your new navigation, one that is usable, clear, and beautifully intuitive. Learn more about building a successful navigation in a Case Study of our 2025 Re-Architecture project for the Isabella Stewart Gardner Museum.

Key Outcomes

Within three weeks of launch, the redesigned digital experience system demonstrated measurable improvements across every key visitor behavior: 

Homepage engagement time

+ 15.6 %

Exhibition page views

+ 179.7 %

“Inside the Collection” engagement time

+ 61.7 %

Beyond the metrics, the new system fundamentally changed how the Gardner operates online:

  • Operational efficiency: Staff can now find and update content without external search tools, reducing technical dependencies and accelerating publication cycles
  • Foundation for iteration: Clear analytics, accessible components, and logical content structure enable ongoing testing and optimization based on visitor behavior
  • Inclusive access: WCAG 2.2 AA compliance extended reach to visitors with disabilities while improving usability for everyone
  • Strategic content pathways: Improved architecture creates discovery opportunities, extending engagement beyond transactional tasks to collection content, exhibitions, and membership

The Organization

The Isabella Stewart Gardner Museum is one of Boston’s most distinctive cultural institutions. Founded by Isabella Stewart Gardner herself, the Museum offers an intimate, unconventional art experience—no labels, personal curation, and a transportive environment that defies typical museum expectations.

For an institution built on intentionality and access, digital experience shapes whether people visit, how they prepare, and whether they return. When the Museum’s website became a barrier rather than a bridge, they needed a partner who could modernize their digital experience system without erasing what makes the Gardner extraordinary.

The Challenge

The Gardner’s digital presence had become operationally unsustainable and strategically misaligned:

  • Internal navigation failures: Staff routinely used Google to find content on their own website, signaling fundamental architecture problems
  • Accessibility gaps: The site failed WCAG 2.2 AA standards, excluding visitors with disabilities and contradicting the Museum’s commitment to inclusive access
  • Scattered information architecture: Exhibition details, ticketing, and visitor resources lacked clear relationships or pathways, creating friction at critical decision moments
  • Inflexible content management: The component system forced workarounds that undermined performance and brand coherence

These systemic barriers prevented the Museum from achieving core digital objectives: inspiring visits, supporting trip planning, and extending engagement beyond the physical experience.

The Approach

Oomph designed and implemented a comprehensive digital experience system—a fundamental rearchitecture of how the Museum operates online:

  • Strategic alignment: Stakeholder workshops across departments established shared priorities, success metrics, and institutional identity through synthesis of member surveys, analytics, and internal insights
  • User-centered architecture: Mapped visitor journeys for key personas—Museum Members, first-time ticket buyers, on-site visitors, and online researchers—ensuring structure supported real tasks
  • Information architecture transformation: Rebuilt navigation and menu hierarchy from the ground up, validated through TreeJack testing before visual design
  • Accessibility-first component system: Developed component library meeting WCAG 2.2 AA standards, proving accessibility and aesthetic excellence reinforce each other
  • “Gentle elegance” design philosophy: Translated the Gardner’s intimate character into digital form through subtle details—lace patterns and mosaic elements—that inject personality without overwhelming content
  • Strategic page redesigns: Reimagined Visit page balances practical planning information with pathways to deeper content exploration
  • Performance infrastructure: Built technical foundation for speed, reliability, and long-term maintainability

The Result

The Isabella Stewart Gardner Museum now operates a digital experience system that reflects its institutional values—intimate, intentional, and accessible to all.

The platform performs measurably better across every key visitor behavior. The Museum’s team has infrastructure that supports their mission with clear pathways for ongoing optimization as visitor needs evolve.

The Gardner’s digital presence now prepares visitors for an extraordinary experience, removes barriers to access, and extends the Museum’s distinctive character beyond its physical walls.

Why This Matters

Cultural institutions must honor their distinct identity while meeting contemporary expectations for digital access and usability. The Gardner demonstrates how these priorities reinforce rather than conflict.

By treating digital experience as an integrated system, Oomph helped the Gardner build infrastructure that scales with their mission—creating operational capacity to measure, learn, and continuously improve how they serve visitors online.

This transformation moves metrics: measurable engagement growth, operational efficiency, and strategic flexibility. More fundamentally, it builds systems that help organizations do their most important work better.

The Brief

Visit California is a Destination Marketing Organization (DMO) with over 25 years of experience in promoting California as a premier travel destination. The organization, funded through a unique partnership between the state and the travel industry, operates with a substantial budget of over $185 million (2023). As the leader of California’s brand messaging, Visit California previously anchored its campaigns under the “Dream Big” brand positioning. However, following a significant shift in traveler motivations post-pandemic, Visit California recognized a growing desire for experiences that foster joy, connection, and adventure.

This insight led to the evolution of the brand into “The Ultimate Playground,” a strategic repositioning that highlights the state’s unparalleled diversity of geography, activities, and cultural experiences. 

The “Let’s Play” campaign leveraged a robust mix of television, out-of-home, digital, and social media activations to showcase California’s diverse offerings — from wine tasting and rock climbing to luxury hotel stays, food truck adventures, and outdoor music festivals. By highlighting the playful spirit inherent in every experience, the campaign aimed to deepen the audience’s emotional connection to the state, reinforcing California’s identity as The Ultimate Playground and setting the stage for sustained brand engagement.

The APPROACH

The initial roll-out of a rebrand update is critical, and transitioning from “Dream Big” to “The Ultimate Playground” required careful internal alignment and thorough message testing. Oomph, alongside Visit California’s partner agencies, began collaborating on this effort about nine months before the campaign launch. During these early planning meetings, our team contributed key ideas and strategic approaches to help shape the campaign.

Our focus remained on the web user and their position in the customer journey. Previous campaigns had not fully optimized the user flow, so we saw this as an opportunity to reimagine the experience. With paid media driving traffic to the website, it was essential to provide visitors with clear actions once they arrived. The advertising had done its job by capturing attention and sparking interest. Now, our challenge was to build on that momentum, guiding users from interest to meaningful engagement and action.

An interactive Quiz 

The Ultimate Playground campaign needed to accomplish a few things:

  • Educate the consumer about the new brand positioning and why California should be considered the Ultimate Playground
  • Inform the consumer about play and how it is more about kids and theme parks. Adults can and should play as well, and serious activities can be conducted in playful ways
  • Activate the consumer with inspiration by giving them a unique experience and curating inspirational, playful activities throughout the state

Our teams settled on a quiz as a way to engage visitors and serve them personalized content. Based on initial research, we decided an image-based quiz would be the fastest and most fun way to answer questions and receive a set of recommendations. Choosing preferences from a set of images is a quick way to make progress tangible. We limited the questions to nine, and most visitors took two minutes to complete the quiz.

Play Styles

The eight Play Styles were based on personas researched and created by the National Institute for Play, headquartered in California. Content creators at Visit California crafted a series of TV spots with glimpses into different styles of play. Our Play Quiz would highlight which Play Style matched the participant’s preferences, and our results pages served relevant, curated content, a similar Celebrity personality, and even a secondary play style. 

Email collection allowed visitors to send their play style results to themselves and allowed opt-in to more personalized content. Our team worked quickly over three months to solidify the approach, choose the quiz method and weighting criteria of the questions, and design the eight play style pages, two landing pages, a homepage takeover, and supporting pages for the new campaign. 

The Results

Play Quiz: Avg. session duration

3.01 m

Play Styles: Avg. session duration

2.25 m

Compared to Site: Avg. session duration

0.36 m

Our approach to the campaign was to support the bottom of the funnel and give visitors coming from digital ads something useful. Given the wealth of content the Visit California website contains, these broad Play Style personas made visitors see themselves in California. It brought curated content to them and provided what we thought of as a personal homepage with relevant recommendations. 

“Let’s Play” was the first part of a years-long brand campaign. We are already working on the campaign for 2025 which we hope will be even more engaging than the first!

THE CHALLENGE

The Challenge

Keene State College (KSC), a liberal arts institution within the University System of New Hampshire, needed a modern, user-friendly website that aligned with its mission while effectively serving multiple audiences.

Over time, the existing site had grown into an overwhelming digital ecosystem, filled with complex navigation, disjointed content, and inconsistent branding. To better serve students and stakeholders, KSC needed to:

  • Prioritize prospective students while maintaining relevance for parents, faculty, and alumni.
  • Simplify content structure to help users quickly find what they need.
  • Modernize the design and user experience while staying true to the college’s brand.
  • Improve accessibility and performance to ensure a seamless experience across all devices.

KSC partnered with Oomph to create a scalable, audience-first digital experience that supports recruitment, engagement, and long-term adaptability.

OUR APPROACH

We focused on eliminating friction and enhancing engagement through a user-first strategy, modern information architecture, and a flexible, scalable design system.

Understanding the Audience & Challenges

Our discovery process included stakeholder workshops, user journey mapping, and content analysis to identify key roadblocks. We uncovered:

  • Difficult navigation made it hard for prospective students to find admissions and academic program details.
  • Multiple audiences competing for visibility resulted in a cluttered, confusing user experience.
  • Inconsistent branding and outdated UI weakened the college’s online presence and first impressions.

By clearly defining what success looked like and identifying areas of improvement, we laid the foundation for a streamlined, student-centric digital experience.

Defining the Strategy & Roadmap

With a deep understanding of user needs, we developed a strategy focused on engagement, clarity, and accessibility.

  • Navigation designed for prospective students while keeping secondary audiences accessible.
  • A scalable mega menu that simplified content discovery without overwhelming users.
  • A brand refresh of the digital identity that modernized KSC’s online presence while maintaining its authenticity.
  • WCAG 2.1 Level AA accessibility compliance to ensure an inclusive experience for all users.

This strategy ensured that KSC’s website would be functional, engaging, and built to support student recruitment.

Executing the Vision

To bring the strategy to life, we developed a modern design system with a flexible, component-driven architecture that simplifies content management and improves the user experience.

  • Audience-first navigation & mega menu – Prospective students can quickly find key admissions and academic information, while faculty, parents, and alumni have dedicated sections tailored to their needs.
  • Scalable component library – A structured yet flexible design system enables KSC teams to easily update and manage content while maintaining a cohesive visual identity.
  • Optimized for mobile & accessibility – A fully responsive, WCAG-compliant design ensures a seamless experience across all devices.

By creating a well-structured, intuitive content ecosystem, KSC now has a digital experience that is easy to manage and designed for long-term adaptability.

This team brings creativity and structure to projects. Decisions are based on data and reports, but they include a connection to heart and real world users. They bring in subject matter experts at the appropriate time but never lose site of the big picture.”

DIRECTOR OF MARKETING, Keene State College

THE RESULTS

A Student-Centric Digital Experience

The new Keene State College website now provides:

  • A clear, structured experience for prospective students – Admissions, academics, and student life content is now easier to find and explore.
  • A modernized digital identity – A refreshed brand and UI create a welcoming, engaging first impression.
  • Seamless navigation for multiple audiences – While prospective students remain the priority, faculty, alumni, and parents still have dedicated access points.
  • An accessible, scalable, and future-proof platform – Designed to support long-term growth, engagement, and institutional goals.

A Digital Experience That Grows With Its Community

Keene State’s new site is more than just a redesign—it’s a long-term investment in student engagement, accessibility, and institutional identity. By focusing on audience needs, structured content, and a scalable design system, KSC now has a future-ready digital presence that enhances recruitment, supports students, and strengthens the college community.

Is Your Higher Ed Website Ready for the Next Generation of Students?

If your institution is struggling with outdated content, complex navigation, or disconnected user experiences, a strategic digital approach can create clarity and engagement.

Let’s talk about how Oomph can help your institution stand out in an increasingly competitive higher ed landscape.

Go Ask Alice! (GAA!) is a judgment-free, anonymous question-and-answer site. It is part of Alice! Health Promotion, a department of Columbia Health. Their content has always been reliable, accurate, and thoroughly researched by professionals — humans, not Artificial intelligence (AI)!  While organic search brings many different kinds of audiences across the globe to their answers, their primary audience is the college students of Columbia University. These digital natives need the content to speak their language and to look modern and relevant. Oomph leaned into the college-aged persona to create a user interface that was fun, unique, and approachable while acknowledging and respecting the gravity of the questions students ask. 

The Brief

Empathize with both Visitors and Authors

We began by working to understand and empathize with their audience — which was easy. How many of us have gotten lost searching for answers to questions we might not ask our own close friends? Questions like, “Can I get Hepatitis A from eating raw seafood?”, “Do I have OCD?” or even “Why did my father abandon me?” Analytics supported how these types of questions were prevalent. They also showed that while many visitors found GAA! through search, those visitors found their answer and quickly left. While in some ways, this was positive — someone had a question and found a satisfactory answer — visitors missed lots of other answers to questions they might have.

For the Go Ask Alice! author team, technical issues often arose that were rooted in an overly complex content architecture and workflows that required lengthy workarounds. A complicated review and approval process and ineffective spam filters made combing through user submissions time-consuming. The longer it takes the team to create new answers, the less students will want to send GAA! their questions.

Our shared goals were to:

  • Modernize the design and attract more web-savvy students to read answers to questions they didn’t know they should ask.
  • Reinforce trust by being open about the process and the real human professionals behind the answers.
  • Improve search, filtering, and findability by leading with topics first and guiding visitors to the types of questions that interest them most.
  • Mitigate and simplify complex authoring processes to empower the small editorial team to answer more questions, support responses with engaging media, and reduce staff frustration.

The Approach

Modernization & Trust-building 

Most Gen-Z students and younger generations won’t trust a site that isn’t designed well for a mobile screen. Our design process emphasized the small screen experience, keeping filters, sharing, citations, and recirculation in logical places. The Columbia Health brand is also a powerful lever for establishing trust with a young audience, but we were careful not to let it overpower GAA!’s own authentic brand.

Human responses feel human

With the rise of AI and Google’s AI-generated search results, our design reinforced the humanity and empathy of GAA! by establishing a clear “Dear Alice” with a unique handwritten font and response from the author. When dealing with potentially sensitive and health-threatening answers, an authentic human voice is essential, and one that puts answers into context — is this thing I am asking about “normal”? What are the additional considerations I should know about? And so on. AI might give you one answer, but it won’t contain the context and nuance these anonymous human-generated questions require.

Unique Colors & Illustrations

Blue is strongly associated with Columbia Health and prevented the previous site from standing independently. Our design reduced focus on blue and shifted the site’s primary colors to maroon and yellow. Several other colors create wayfinding paths associated with answer topics. Scrolling the All Topics category page becomes a delightfully random color experience.

All color combinations adhere to WCAG 2.2 guidelines for Level AA, increasing the accessibility of this color-rich site for all visitors. 

A new set of illustrations curates a sense of inclusivity better than stock photos could. A wide variety of humans were chosen to represent the diversity of student populations. Little details, like the randomized person in the site’s footer, add a sense of surprise and delight to the entire browsing experience.

Supporting Trust with New Features

Enhancement ideas started to surface during Discovery and continued throughout the process from both teams. Some of our favorites include:

  1. The editor’s name, the answer’s published date, and its revision date were moved from the bottom of an answer and brought to the top. This information helps establish credibility quickly before reading an entire answer
  2. A feedback feature was added to individual answers, giving the GAA! team real-time data about the responses but also giving new visitors a greater sense of social proof
  3. A “Cite this Response” feature makes cutting and pasting an MLA (Modern Language Association) General Format- or Chicago-style academic citation into research papers easy. Since answers are so well-researched, these citations propagate GAA! further into academic culture

Increased User Engagement & Accessibility

Accessibility & Safety with a Quick Exit Button

Go Ask Alice! has many sensitive questions: questions about sexual abuse, suicide, drug use, and topics generally that you may not want someone else to see on your phone. We introduced a Quick Exit feature on each page of the site. When visitors click the button, a new tab is quickly opened, and the site’s browsing history is removed from their device. While this is not a well-known action in the general population, many in unsafe situations know how they work and what “Exit Site” means. 

Oomph has written an in-depth article about the quick exit button and has released a Quick Exit Drupal Module to help other teams implement this feature. 

Encouraging Question Browsing over Asking New Questions

It may seem counterintuitive, but one of the major workflows we redesigned was asking a question in the first place. The GAA! team has compiled thousands of great answers over the years and frequently updates old answers with new content to keep them current with changes in medical approaches. The small but mighty team didn’t want to answer the same questions over and over again by referring new askers to pre-published answers. 

Our solution emphasized search and intentionally made access to the Question form difficult. Visitors are encouraged to search for answers to previously posted questions first. Quite often, they will discover an answer to their questions (and maybe some helpful answers to questions they did not expect). Only if they have searched first will they encounter the “Can’t find your question” call to action, which leads them through the steps of asking a new question. 

The Results

The new site feels like a new beginning for the GAA! team. While the site has only recently launched, we look forward to seeing how it impacts key metrics like time on site and return visits. In the meantime, we’re also excited to see how the newly revamped admin experience helps the GAA! content team serve their audience even better than before. 

When faced with a sensitive question about mental, nutritional, emotional, or sexual health, college students can continue to Go Ask Alice!

From code to launch

4.5 mos.

Sites launched within a year

25

Performance improvement

350 %

THE BRIEF

A Fractured System

With a network of websites mired in old, outdated platforms, Rhode Island was already struggling to serve the communication needs of government agencies and their constituents. And then the pandemic hit.

COVID accelerated the demand for better, faster communication and greater efficiency amid the rapidly changing pandemic. It also spotlighted an opportunity to create a new centralized information hub. What the government needed was a single, cohesive design system that would allow departments to quickly publish and manage their own content, leverage a common and accessible design language, and use a central notification system to push shared content across multiple sites.

With timely, coordinated news and notifications plus a visually unified set of websites, a new design system could turn the state’s fragmented digital network into a trusted resource, especially in a time of crisis.

THE APPROACH

Custom Tools Leveraging Site Factory

A key goal was being able to quickly provision sites to new or existing agencies. Using Drupal 9 (and updated to Drupal 10) and Acquia’s Site Factory, we gave the state the ability to stand up a new site in just minutes. Batch commands create the site and add it to necessary syndication services; authors can then log in and start creating their own content.

We also created a set of custom tools for the state agencies, to facilitate content migration and distribution. An asynchronous hub-and-spoke syndication system allows sites to share content in a hierarchical manner (from parent to child sites), while a migration helper scrapes existing sites to ensure content is properly migrated from a database source.

Introducing Quahog: A RI.gov Design System

For organizations needing agility and efficiency, composable technology makes it easier to quickly adapt digital platforms as needs and conditions change. We focused on building a comprehensive, component-based visual design system using a strategy of common typography, predefined color themes and built-in user preferences to reinforce accessibility and inclusivity.

The Purpose of the Design System

The new, bespoke design system had to support four key factors: accessibility, user preferences, variation within a family of themes, and speedy performance.

Multiple color themes

Site authors choose from five color themes, each supporting light and dark mode viewing. Every theme was rigorously tested to conform with WCAG AA (and sometimes AAA), with each theme based on a palette of 27 colors (including grays) and 12 transparent colors.

User preferences

Site visitors can toggle between light or dark mode or use their own system preference, along with adjusting font sizes, line height, word spacing, and default language.


Mobile first

Knowing that many site visitors will be on mobile devices, each design component treats the mobile experience as a first-class counterpart to desktop.

Examples: The section menu sticks to the left side of the view port for easy access within sections; Downloads are clearly labelled with file type and human-readable file sizes in case someone has an unreliable network connection; galleries appear on mobile with any text labels stacked underneath and support swipe gestures, while the desktop version layers text over images and supports keyboard navigation.

High Accessibility

Every design pattern is accessible for screen readers and mobile devices. Color contrast, keyboard navigation, semantic labeling, and alt text enforcement all contribute to a highly accessible site. Extra labels and help text have been added to add context to actions, while also following best practices for use of ARIA attributes.


Performance aware

Each page is given a performance budget, so design components are built as lightly as possible, using the least amount of code and relying on the smallest visual asset file sizes possible.

THE RESULTS

Efficient and Effective Paths to Communication

The first sites to launch on the new system, including covid.ri.gov, went live four and a half months after the first line of code was written. A total of 15 new sites were launched within just 8 months, all showing a 3-4x improvement in speed and performance compared with previous versions.

Every site now meets accessibility guidelines when authors adhere to training and best practices, with Lighthouse accessibility and best practice scores consistently above 95%. This means the content is available to a larger, more diverse audience. In addition, a WAF/CDN provider increases content delivery speeds and prevents downtime or slowdowns due to attacks or event-driven traffic spikes.

State agencies have been universally pleased with the new system, especially because it provides authors with an improved framework for content creation. By working with a finite set of tested design patterns, authors can visualize, preview, and deploy timely and consistent content more efficiently and effectively.

We were always impressed with the Oomph team’s breadth of technical knowledge and welcomed their UX expertise, however, what stood out the most to me was the great synergy that our team developed. All team members were committed to a common goal to create an exceptional, citizen-centered resource that would go above and beyond the technical and design expectations of both agencies and residents .

ROBERT MARTIN ETSS Web Services Manager, State of Rhode Island