The American Camp Association
Creating Clearer Digital Pathways for the Camp Community
The American Camp Association, New York and New Jersey (ACA, NY & NJ) supports the camp community through education, advocacy, professional resources, and connections between families and camp organizations. Its website plays an important role in serving both the public and the professionals who help shape safe, meaningful camp experiences.
With two very different audiences relying on the same digital platform, ACA, NY & NJ needed a website that could make information easier to find without prioritizing one group over the other. Lounge Lizard was brought in to rethink the user experience and create a modern digital platform with clearer and more distinct pathways for families, camp professionals, and industry members.
The main challenge was organizing a large amount of information around two distinct user journeys. Families visiting the website needed straightforward access to camp-related information and resources, while members and camp professionals required educational content, advocacy information, industry resources, and professional support.
The goal was to create a more user-friendly experience that could immediately guide each audience toward the information most relevant to them. At the same time, the website needed a scalable foundation that could support ACA, NY & NJ’s evolving programs, resources, and role within the regional camp community.
- Digital Strategy
- UX Analysis
- UI Design
- Web Design
- WordPress Development
- Motion Graphics
Lounge Lizard structured the experience around a two-path homepage that allows visitors to quickly identify why they are there and move into the appropriate content journey. This “choose-your-own-adventure” approach gives public and professional audiences equal prominence while decreasing the need to navigate information intended for a different user type.
The WordPress platform combined this audience-first information architecture with a refreshed visual experience, user-friendly navigation, UI design, and motion elements. Rather than treating ACA, NY & NJ’s wide-ranging content as a single resource library, the experience organizes information around user intent, making the platform easier to navigate while giving the organization greater flexibility to manage and expand its content.
The redesigned website gave ACA, NY & NJ a clearer digital structure to support both sides of its mission. Families can more easily access relevant camp information, while camp professionals and members have a more direct route to the specialized resources and industry content they need.
By simplifying how users enter and browse the experience, the new platform reduces confusion while allowing both audiences to feel equally represented. The result is a more flexible, user-centered digital presence that better supports ACA, NY & NJ’s role as a resource for families, camp professionals, and the broader camp community.
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