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Responsive Redesign for SkillsUSA

SkillsUSA is a not-for-profit partnership of students, teachers, and industry working together to ensure that America has a skilled workforce. SkillsUSA is described as a national, nonprofit career and technical education student organization (CTSO). Founded in 1965, the organization is a recognized leader in its field and oversees the broadest educational programming among CTSOs–from welding to computer programming to culinary arts and numerous other specialty fields. They are known for state and national competitions, as well as leadership and skills training in middle school, high school, and at the post-secondary level.

The Challenge

SkillsUSA’s website was outdated and did not represent the dynamism and passion of the educators and students who are members. Nor did the site explain why SkillsUSA is vital to the development of a skilled workforce, and how to support the organization. Content was difficult to find, even for the staff of SkillsUSA. The site was built in static HTML and was hard to maintain. One person had to post and maintain all the content, because of the expertise required to do so.

There were other problems, as well. To circumvent the limitations of the website, some departments had set up a separate website to house the content they produced. The separate site led to confusion on the part of site users and staff alike.

SkillsUSA wanted a new website that would tell a compelling story about the importance of preparing American students for the workforce, represent their brand well, provide dynamic content delivery, organize their content into one usable navigation structure, and provide a positive user experience regardless of the device or browser used to access the site.


SkillsUSA website design composition

The new SkillsUSA website launched in the summer of 2014. The site highlights the first-person stories of student members and makes the case for career skills and leadership training at the middle school, high school, and post-secondary level. The site is built on an easy-to-use content management system, so content authors can post and maintain their own content. It is a better communications and marketing platform for this worthwhile, hard-working organization.


Credits: Visual design: PixelGood. Development: Lion Associates.