Advancing best practices

ASCD is an educational leadership association advancing best practices and policies for the success of each learner.

For over 70 years, ASCD has been at the forefront of education issues that affect learning, teaching, and leading. Since the launch of Educational Leadership magazine in 1943, ASCD has developed trustworthy, researched-based, and up-to-date information that shapes the international conversation on best practices to support the success of each learner.

They provide expert and innovative solutions for addressing the opportunities and challenges that learners face in the 21st century.


Integrated, organized, and responsive.

There were two primary websites - and - which co-existed under a single navigation structure. There were a number of additional related microsites that all share a similar but not consistent look and feel. The current website was constructed using multiple platforms and the result was a disconnected and non-cohesive experience. The content on the site was very text-heavy, infrequently updated and was not organized in a manner that users of the site find to be intuitive.

The goal was to create a holistically sound user experience which delivers the features and enhancements requested by ASCD in a way which users find to be fast, easy and joyful.


Fast, easy, and joyful.

The core message is that ASCD empowers educators by providing essential programs, products, and services that support the success of each student. Similarly, the website should provide support for educators as they sustain learning and transform teaching.

Based on these fundamentals, we created a website that reaches out to both members and non-members of the ASCD organization with a focus on school administrators, district administrators, classroom teachers and other educators. Additionally, ASCD partners including authors and conference exhibitors were considered as the primary users as well.


The key UX objectives of this project were:

Better integrate the ASCD website and Store. 

Design an Improved mobile experience.

Enhance the branding on the site. 

Redesign core navigation elements to improve the ease of navigation.

Make it easier for ASCD customers to access or purchases.

Better integrate the external web properties and brands.