The Challenge

The National Association of Realtors® (NAR) is America’s largest trade association, representing 1.5 million members working in residential and commercial real estate. The organization’s flagship website provides market data, regulations, marketing materials, and a host of other resources for real estate professionals.

Given the breadth and depth of content on the site, members were often unaware of or unable to find the information they sought. NAR turned to Centralis to streamline the site’s information architecture and develop an effective navigation strategy.  

The Process

NAR came to Centralis for our expertise in card sorting and tree testing, which are research methods specifically designed for improving information architecture and navigation. We conducted multiple rounds of research, asking real estate professionals to sort site content and features into categories that made sense to them. Participants also ranked the importance of each content element to their professional practice. 

Grounded in our user research, we designed a revised information architecture for the site that better matched how members think about and search for the content offered. We created an interactive prototype to illustrate how the site’s structure should be reflected in its navigation system, and tested that structure with members to make final refinements.

The Impact

Centralis’ iterative research approach allowed NAR to rework the structure of its flagship site over time, ultimately breaking down organizational silos and delivering information to members in the way that makes the most sense to them. The redesigned site features a clear, consistent navigation structure that ensures members can find the valuable content they need, without becoming lost or disoriented.