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Design an Information Architecture to Improve UX and SEO

Last Updated: 04/02/2026

Case Organization

Tucson Metro Chamber of Commerce

https://tucsonchamber.org/

212 E Broadway Blvd

Case Contributors

Case Disciplines

Data Management Growth Strategy Marketing Software Design & Development

Skills & Expertise

Basic CMS Knowledge (e.g. Brand Messaging and Positioning Competitive Website Benchmarking Content Audit and Content Gap Analysis Content Strategy Development Conversion and Engagement Optimization Critical Review and Validation of AI-Assisted Outputs Data Analysis for Web Performance Metrics Data Visualization for Insights Communication Digital Marketing Strategy Excel or Google Sheets for Data Analysis FAQ and Knowledge Base Design Generative AI for Content Drafting and SEO Support Google Docs for Strategy Documentation Google Slides or Canva for Presentations Human-Centered Design Information Architecture Design KPI Development and Measurement Member Experience Design Portal Feature Planning and User Flow Design Search Behavior Analysis SEO Strategy and Keyword Research Strategic Planning and Project Management User Journey Mapping UX Research and User Experience Analysis UX Writing and Content Structuring Website Navigation and Site Mapping Wireframing and Page Layout Design WordPress or similar)
Background & Objective

The challenge or opportunity you are trying to address for the organization.

Founded in 1896, the Tucson Metro Chamber is a membership-based business advocacy and community development organization representing 1,500 businesses, employing more than 160,000 employees in Tucson and Pima County.  The Tucson Metro Chamber is committed to being the connector of leaders and influencers, a catalyst for business growth, and a champion for a stronger community.The Tucson Metro Chamber faces a multifaceted challenge that revolves around enhancing its online presence and user engagement.
Learning Objectives

This is what students will learn as they complete the case.

As organizations increasingly rely on their digital presence to drive engagement and growth, effective website structure and content strategy have become critical to both user experience and discoverability. In this case, students take on the role of digital strategy consultants tasked with redesigning the Tucson Metro Chamber’s information architecture to improve SEO performance, user navigation, and member engagement. By integrating UX design, content strategy, and business objectives, students will develop a structured approach to building a more intuitive, high-performing website. 

Students completing this case will be able to: 

  • Analyze how website structure, navigation, and content organization influence user behavior, engagement, and search engine visibility. 
  • Evaluate the strengths and weaknesses of an existing website’s information architecture in relation to user needs, business goals, and SEO performance. 
  • Assess how different user segments (e.g., prospective members, current members, community stakeholders) interact with the website and prioritize information. 
  • Design a clear and scalable information architecture that improves navigation, content discoverability, and alignment with the Chamber’s mission and value proposition. 
  • Develop an SEO-informed content strategy that aligns keyword targeting, content hierarchy, and user intent to improve organic search performance. 
  • Prioritize website features and structural improvements—including member portals and resource hubs—that enhance user engagement and reduce friction in accessing information. 
  • Model how improved site structure and content organization can reduce reliance on manual inquiries by enabling effective self-service experiences. 
  • Recommend a cohesive website redesign strategy that integrates UX principles, SEO best practices, and organizational goals to strengthen digital presence and member value.
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
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