One of the key challenges of the project involved how to structure content so it’s more readable and accessible, no matter who is reading it. Additionally, TBG needed to consider how to get site visitors to all of the content they need, even if they don’t know what they need. TBG better defined the various audiences the site is intended for and segmented content according to those audiences. We also organized content by task rather than by audience name, directly addressing users who arrive at the site with a particular task in mind, such as applying. The key: ensuring each of these sections contained all relevant content so the user didn’t have to go searching elsewhere on the site. The new site offered multiple entryways for UM Carey Law’s multiple audiences from the homepage as well as from interior pages—critical for users who land on interior pages directly from external search engines. Users can navigate to and through all content on their desired subject whether they started with an audience label, such as “Prospective Students,” or whether they started with a task, such as “Apply.” The result is a much more usable, useful site.