Disabled Outdoorsmen
Access isn't a luxury—it's the whole point. Discover how we used "Netflix-style" narrative UX and custom content engines to transform a nonprofit site into an immersive, binge-worthy experience that honors the stories of veterans and adaptive
Shannon Communications
Copywriting, Creative Direction, Project Management
http://shannoncommunications.com/
One Dog Solutions
Web Develoment
http://onedog.solutions/
Rhonda Negard
Web Design, Web Development
http://fatdogcreatives.com/
Disabled Outdoorsmen is a mission-critical nonprofit dedicated to ensuring veterans and individuals with disabilities regain access to outdoor traditions—hunting, fishing, and camping. Their work isn't about "hobbies"; it's about restoring confidence, healing through nature, and rebuilding community for those who feel sidelined by mobility changes.
The Challenge
The "Emotional Gap": The original website functioned as a basic information portal, but it suffered from a Perception Bottleneck. It listed the "What" (trips and events) but failed to communicate the "Why"—the life-changing mental and emotional reset that happens in the field. The "Skimming" Problem: Visitors were skimming past the depth of the mission. Lack of Representation: Potential participants needed to see themselves in the stories to believe access was possible for them. Static Content: Testimonials were buried, losing the kinetic energy of the lived experiences they represented.
The Strategy
The "Netflix" Narrative Model: To solve the engagement problem, we moved away from traditional nonprofit layouts and looked toward Entertainment UX. Using William Lidwell’s principle of storytelling, we aimed to reduce the cognitive load of "learning" about a nonprofit and replace it with the "immersion" of watching a series. The strategy was to create a binge-worthy environment where one story naturally leads to the next, building an emotional "hook" that converts visitors into donors and participants.
Project Scope
UX Strategy & Narrative Architecture
Custom Post Type (CPT) Development for "Story Series"
Dynamic Template Design & Logic
Mobile-Optimized Immersive Storytelling
Strategic Partner Integration (Content & Advanced Dev)
The Solution
Immersive Story Engines: We re-architected the site using Custom Post Types and Dynamic Layouts to turn testimonials into a cinematic "Our Stories" series. Binge-Able UX: Each story is built on a custom template that functions like an episode in a series—clean, distraction-free, and designed to flow seamlessly into the next narrative. Custom Content Architecture: Using a stack of Pods and Dynamic Content, we ensured that every grit-filled moment and success story has the visual weight it deserves without requiring a manual design for every new entry. Scalable Infrastructure: We built a future-ready framework that allows the organization to add new events, programs, and episodes without "breaking" the site or needing a developer. The technical build supports the storytelling—never the other way around.
The Result
Visibility That Commands Respect: The new Disabled Outdoorsmen website has transitioned from a digital brochure to an Emotional Command Center. By prioritizing the "Our Stories" engine, the site now invites visitors to experience the mission rather than just read about it. It has established a higher level of credibility for sponsors and provided a welcoming, professional "Front Door" for veterans seeking to reclaim their independence.
