Masa’s new website was developed to high American standards with the purpose of being used as an advanced marketing tool to support Masa’s important activities within its target audience, including Jewish youth in the diaspora. The site includes three elements: a marketing area that uses information architecture to display effective information and content to the target audience, an extensive personal area to serve the candidates, and an e-commerce area that displays the range of programs available to the youngsters.
Important Strategic Element
Masa’s website is an important component of the company’s marketing strategy. Masa is a joint project between the Israeli government and the Jewish Agency, which offers a wide variety of long-term learning and volunteering programs in Israel, which will strengthen and reinforce the Jewish identity and the connection to Israel of young Jews living abroad.
Excellent User Experience
As part of this project, realcommerce designed the website and defined its UX and UI. In order to maximize and extend the user experience beyond the PC, the website has been optimized for a wide range of mobile devices. In light of the predominant use of mobile devices, this optimization creates a high quality and comfortable browsing experience from any device, which helps market the programs to the target population.
High Development Standards
The website was developed to high US standards using a Drupal platform: a customer-optimized management infrastructure. The e-commerce area of the website displays the range of programs, using marketing information and using integrated information from Masa’s CRM systems. In addition, an advanced search engine helps the user define, refine and discover what they are looking for.
Extensive Personalized Area
The personalized area is designed to create a comfortable and friendly management environment for thousands of young Jews around the world who take part in the project. The personalized area enables registration to a program, the creation of a profile page, updating details, uploading photos and receiving the status of registered in the various study programs.