Sustainable Business Network
From Print to Web
The print version of SBN's directory included features on members and highlighted members based on their level, but it was only produced and distributed annually, limiting the ability for new members to be added in a timely fashion and preventing members from updating their profiles when new services or identities emerged. In contrast, the online directory could be updated by members, but it did not function well. By moving the directory online, we were able to increase both its use and accessibility, while member features provide editorial content that helps educate consumers about who the sustainable business community is.
To ensure SBN had room to grow, we designed the information architecture, navigation, and content strategy with flexibility in mind. We provided simple and unobtrusive ways of integrating advertising on the site to help fund SBN's investment in the directory. Our approach allowed SBN to create a new directory with advanced features without having to rebuild their site. Members continue to update their profiles on the main site. Profile changes are stored in Salesforce and pulled down to the directory on a regular basis.