Training America's water and wastewater professionals

American Water College provides essential training and resources for water treatment and distribution operators to meet licensing requirements across all 50 states. However, the current website experience falls short of reflecting the organization’s values and standards, with usability issues impacting navigation, content hierarchy, and search functionality. These limitations frustrate both the support team and customers seeking licensing details and training resources. Enhancing the site’s usability elevates AWC’s brand, reduces support inquiries, and improves conversion rates.

1. Navigation. The current site has duplicate menus and lacks clear guidance, leading to decision overload for users. We will prioritize calls-to-action (CTAs) based on customer needs and place them in logical, context-appropriate locations throughout the user journey.
2. Content clarity and hierarchy. We'll ensure the homepage clearly conveys what AWC does, who it serves, and why it’s trustworthy. Content pages and templates will be reorganized to display information more intuitively, addressing current issues with confusing layouts and meeting primary user needs.
3. Consistent design patterns. Content like state selection, free resources, and blog posts currently appear in various, inconsistent locations, disrupting user flow. Users subconsciously seek navigational patterns to help achieve their goals; breaks in these patterns cause frustration. We'll organize content in relevant, predictable locations, using consistent templates to streamline the user journey.
4. Sustainability. The development solution will ease the burden the company currently faces managing content and platform upgrades.