Internet Society Website Redesign

Refresh the website of Internet Society to express its brand personality and communicate better with the audiences.

ISOC_Hero image.png

About Internet Society

Founded by pioneers of the early Internet, Internet Society (ISOC) is an American nonprofit organization to provide leadership in Internet-related standards, education, access, and policy.

My role

  • UX (hi-fi wireframe and flow)

  • Sitemap


Old site diagnosis

We first looked at design issues that the old site had.

  1. Information hierarchy was not clear. There were way too many sub items under each category and some items didn’t even belong to the category. It was hard to locate important information or find what you need.

  2. Redundant content or links crossed the entire site.

  3. Every page looked too busy and was hard to read.

  4. There was no design consistency.

  5. CTAs such as “Donate” or “Become a member” were placed in wrong place, which caused low click rate.

Old site.png

Restructure information

To reorganize the whole site, we need to figure out

  • Who are the audiences that actively browse ISOC

  • What do they need from the website

After talking with the client and iterating on whiteboard, we created personas and the basic information architecture. The main audiences and their purposes of using the site are:

  1. General users - get to know about ISOC’s news and mission, potentially attend events, join membership or donate

  2. Members or organization partners - take actions (go to events or conferences, apply a grant or fellowship, or donate )

  3. Journalists or medium - write articles and search for resources

Site map.png

High fidelity wireframes


Final design



Agency: Moving Brands

Client: Internet Society

Creative Director: Daniel Soltis

UX Designer: Tingting Gao

Visual Designer: Suzy Kim