St. Luke's United Methodist Church

Search Analytics · Information Architecture · Persona-Driven Design · UX Research · Build

Balancing dozens of ministries, programs, and community services into a coherent 5-persona digital architecture.

St. Luke's is one of the largest United Methodist congregations in the United States, with thousands of members attending weekly services, community ministries, preschool programs, and service outreach. Their legacy site had become an unmanageable sprawl of competing ministry announcements.

George conducted stakeholder interviews and user search analytics, authoring a rigorous 5-persona model (Mary Sue, Frank, Faye, Albert, Lucy). He mapped out the entire congregational sitemap (final) and drafted a detailed technical scope document (v4).

Artifact Evidence & 5 Personas

Delivered a structured, audience-segmented communication architecture that reduced internal ministry conflict and made service times, sermons, and registration easily accessible.

Source: St. Luke's Project Architecture Record (2008)