Institute for Operations Research and the Management Sciences (INFORMS)

Redesigned website provides improved user experience

Clearer storytelling and enhanced member community

The newly designed website helps INFORMS tell the collective story of its members and their profound impact on our society, while better connecting members to each other and the information they seek.


Serving members with a tailored website experience

INFORMS is the leading international association for professionals in operations research and analytics, serving over 12,000 members across 90 countries worldwide. INFORMS needed a website that would be a dynamic resource to better serve their membership, which comprises of operations research and analytics professionals, academics, and students from around the world. The site would also serve the general public as a valuable resource about operations research and analytics and their impact on the world around us.


Telling the powerful stories of members

INFORMS wants the world to know that its members are doing exciting, impactful work. However, the original website, which was last redesigned in 2010, focused more on the information needs of the INFORMS’ member base. Over time, the website became cluttered and overwhelming as INFORMS tried to provide information to its members, non-member professionals, and the general public.

The website needed to simply show non-member professionals and the general public what the organization offers its members and what its members contribute to society. The website also needed to be the unifying hub for its digital presence over several diverse channels: INFORMS Connect (its online member platform), Twitter, LinkedIn, and various meeting and journal sites.



We redesigned the website with a modern, clean design to accomplish three key goals: 1) better highlight the exciting work of INFORMS’ members, 2) elevate the member community through targeted content marketing, and 3) implement a storytelling experience model. Accomplishing these goals helped INFORMS tell the world how operations research and management sciences is making a difference.

The team was able to leverage the original eZ Publish site’s core structure and extend existing content types to serve the site’s new goals. Building on top of the original CMS saved time and provided more resources for new audiences and priority experiences. 

Visitors new to the fields of operations research and analytics are greeted by a dynamic home page that offers a high-level overview of the subjects, including the latest research, news, and opportunities. When expanding the mega menu, the top blue navigation leads them through overviews of the fields, INFORMS’ role in promoting the profession, and easy-to-navigate pathways for deeper and richer content. Logged-in members see a highly personalized, more member-centric homepage with targeted information and access to member-only content that is part of the key benefits of membership: networking and knowledge that helps them grow and succeed in their careers. As part of that, we updated their member community within Higher Logic with co-branded styling and a visual setup that was similar to the main INFORMS website.

In addition, the new UX and design have increased engagement on the site. Since the launch of the redesign, average time on page has improved by 7% and the bounce rate has decreased by 13%. Also, website traffic has increased by 13% and the page load time has decreased by 21%.

Homepage Before

Homepage After

Logged-in Homepage for Members