YMCA of Northwest North Carolina Case Study
Overview
ImageX successfully delivered and launched a new website that met the client's needs, with positive feedback from customers. With a focus on accessibility, functionality, and user experience, the project delivered a strong digital platform and earned strong feedback from both internal teams and end users.
What They Needed
YMCA Northwest North Carolina’s previous website, built shortly after COVID-19, no longer met their evolving needs. Content was frequently added and removed to meet temporary demands, which led to a bloated structure and an inconsistent user experience. Their main website was outdated and required an extensive overhaul for the benefit of members, program participants, and staff. Their camp site, which pre-existed the project, had a custom theme and structure, yet lacked flexibility, accessibility, and intuitive navigation.
They needed a complete redesign grounded in a thoughtful content strategy and backed by a platform that was easy to manage and maintain. As one of the first Ys to embrace Layout Builder, they sought a partner with Open Y experience to guide them through the process and improve digital services across their main site and the camps platform.
How We Helped
ImageX redesigned the site architecture and user experience to better communicate with prospective members, families, donors, and staff. We helped the YMCA achieve:
- Improved content management: Leveraging Layout Builder and Open Y allowed internal teams to create, edit, and organize content more easily than ever.
- Enhanced UX and accessibility: The site was designed with a mobile-first approach, improved accessibility standards, and intuitive navigation, making key tasks like finding classes or exploring programs seamless.
- Feature-rich experiences: We implemented integrations with platforms like Daxko and customized tools such as Activity Finder and Membership Builder. These helped surface relevant programs and simplify conversions for users.
- A revamped camp site: While the structure from the original custom-themed site was retained, we overhauled the design and functionality to meet current standards and expectations. The new theme, custom-built for the Y, ensures a consistent and engaging experience across both the main site and the camp section.
Words from
the client
"The knowledge and insight they've brought to the table are impressive. But even more than that, just being super easy to work with and just plain good at their jobs was such a gift. If anything ever went wrong, there were never any excuses, they were very upfront and honest and just got the job done.
ImageX leverages their knowledge and expertise to produce quality work, and their personable and accommodating attitude makes them a delight to work with."
- Jennifer Zakrzewski, Director of Marketing, YMCA of Northwest North Carolina
The Results
The redesigned website has been widely praised by both staff and members. Internally, teams now find it significantly easier to update content and manage digital assets. Externally, users benefit from better navigation, mobile responsiveness, and improved accessibility.
The metrics tell the story:
- Average engagement time per active user: 9 minutes, 5 seconds
- Engaged sessions per active user: 8.8
- Average engagement time per session: 44 seconds
These numbers reflect not just improved aesthetics, but meaningful engagement and ease of use—delivering on the YMCA’s goals of better connecting with their community.
