Outdoor Co. came to The Understanding Group (TUG) for help with a strategic effort to redesign the universal navigation bar in ways that served all the people who visited their digital place. 

The core question they were asking about their digital place was simple, but difficult in execution: how might Outdoor Co. better expose all their offerings online so people could discover and use them without compromising other people’s ability to shop?

SoftCo. provides mission-critical software to modern software development teams. Early product designs were driven by SoftCo’s innate understanding of their user, but as they grew, they wanted to develop a research-based perspective to increase their product’s performance. TUG conducted research and created maps that allowed the SoftCo. design team to meaningfully apply research findings to solve the most important problems.

When LifeCo, a large, digitally savvy non-profit, wanted to create a single coherent digital place they asked TUG to create a structure that would make it easy for members and non-members to find what they needed on a site that served millions of members and hosted hundreds of thousands of pages.

Our client sought a guide who could explore AI's potential by first understanding their team's needs and processes, instead of just selecting a tool and rearranging their work around the available features.

TUG’s people-first approach appealed to their core needs, and the lightweight proof-of-concept design of the project would allow the firm to explore generative AI's potential in their specific context before investing in a technology solution.

Progressive wanted to differentiate itself from competitors with a unique digital presence that was adaptable to changing market strategies and expanding content channels. To achieve this, they knew they needed a different approach, and partners that could help them define a resilient digital architecture and uniquely ownable brand expression.

PAE selected TUG to lead information architecture design and Highland Group to transform the information models into the distinctive digital presence Progressive has today, with a focus on design, usability and content.

Since 1992, The Innocence Project has been at the forefront of criminal justice reform, using DNA and other scientific advancements to reverse wrongful convictions.

The team at Innocence Project realized that their website made it difficult for visitors to grasp the full breadth of the organization’s efforts, muddying their core message. The Understanding Group was engaged to help them redesign the information architecture of the site.