How a website redesign kept a local organization above water
Orchard Hills Athletic Club (OHAC) is the home of two local Ann Arbor, MI community pools. Along with open swimming, members have the ability to rent the pools for private parties, as well as participate in swimming-related activities such as swimming lessons, synchronized swimming, swim and dive team, water polo, and water aerobics.
OHAC stays afloat by new and existing membership fees. But with a website that was difficult to find, as well as difficult to use, OHAC wasn’t keeping in line with competition, and saw a steady decline in memberships. OHAC needed its website to meet the needs of its target clients: busy families who are on the go. This meant that the site needed to be responsive (able to be used easily from any device), as well as offer the ability to sign up and pay for memberships, lessons, and facility rentals online. And one other thing? We had to ensure only members had access to certain areas of the site.
Before approaching Metric, OHAC was looking at a negative revenue stream in 2016. If they didn’t make major changes to the overall functionality and design of their website, losses would get even steeper.
The best solution for OHAC was to create an entirely new website from the ground up. Everything from color, to design, to functionalities needed an overhaul.
Starting from scratch, our goal was to build a seamlessly easy-to-use website. The site needed to give users the option of becoming new members directly through the site, and to give them access to member-only portals equipped with their very own login information. OHAC’s new design would also allow users to rent pools and register for classes. It was a priority to depict clear, accurate pricing options for both members and non-members without hassle or confusion. The goal here was to be simple and uniform.
We were proud to say that we far more than reached our goal: After the website redesign, OHAC exceeded its 2015 membership count by nearly 30%—before the season even started.