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Redesigning ANCA

Redesigning ANCA


Redesigning ANCA was a real soul-searching endeavor that took place over a period of several brow-furrowing, debate-filled, endlessly iterative and entirely fascinating months. Rebranding their main website designed around 2002 challenged us to think long and hard about the new way we could showcase the website to the world. On the one hand, we wanted to let our work speak for itself, so some of the early designs focused on case studies and wireframing. On the other hand, this was a chance to articulate our unique perspective and our culture; it was a real balancing act to find a way to explore the bounds without distracting from other works.

Oldsite Archive


  • Outdated Design and architecture
  • Outdated Content Management System (on PHP)
  • Low returning visitors

Our Approach

  • Project definition
  • Information Architecture
  • User research and testing with low-fi design
  • Developed a new branding for the new face of ANCA
  • Several rounds of in-person and remote usability testing



Armenian National Committee of America


Product Lead ( Design + Development)

Year of project


Duration of Project

6 month


Photoshop, Wordpress, PHP, Usability testing, User interviews