Complete digital transformation for a horse show association with complex seasonal workflows
Project Overview
A nonprofit riding club and horse show association approached me with a critical challenge: their existing HTML website had become so cluttered and difficult to use that members had essentially abandoned it entirely. Years of incremental additions had created a confusing interface that members actively complained about, forcing the organization to rely on phone calls and paper forms for essential functions like membership registration and event management.
The organization needed a complete digital transformation that could handle complex seasonal workflows, extensive user interaction, and mobile-heavy usage during shows—all while remaining manageable for volunteer administrators with varying technical skills.
Goals
Comprehensive Membership & Event Management
Implement secure payment processing for memberships, event fees, donations, and sponsorships
Enable online form submissions for memberships and sponsorship applications
Create streamlined registration workflows for seasonal show schedules
Establish digital entry forms and announcement systems for competitions
Community Engagement & Content Sharing
Develop user-generated photo galleries for shows and events
Build classified advertising system for members and vendors
Create communication channels for announcements and notifications
Foster online community interaction while maintaining security
Seasonal Workflow Optimization
Design content management systems accommodating intensive summer activity and quiet off-seasons
Enable quick updates during show season alongside bulk preparation for subsequent years
Create intuitive interfaces for volunteer administrators managing complex information
Technical Challenges
Seasonal Usage Patterns
The organization experiences dramatically different usage patterns throughout the year. Summer months require frequent updates, real-time announcements, and heavy mobile traffic during shows, while off-seasons involve major content preparation for upcoming years. The system needed to handle both quick incremental updates and large-scale information uploads without becoming unwieldy.
Mobile-Heavy Show Environment
Members extensively access the site on mobile devices during shows for schedules, announcements, and photo sharing. The interface needed to prioritize mobile user experience while maintaining full desktop functionality for administrative tasks and detailed show information.
Secure User-Generated Content
The client wanted extensive user interaction, particularly photo sharing, but lacked budget for complex security infrastructure to handle file uploads safely. This required innovative solutions using third-party services while maintaining seamless user experience.
Volunteer Administrator Management
Board members and volunteers managing the site have varying technical skills and limited time. The system needed to provide powerful functionality through intuitive interfaces, with comprehensive training materials ensuring sustainable independent management.
Development Approach
WordPress Foundation with Custom Theming
Built entirely custom HTML/CSS theme
Implemented payment gateway integration for easier financial transaction handling
Selected and configured gallery plugin with third-party secure upload integration
Third-Party Integration Strategy
Integrated secure file upload services to handle user-generated content safely
Configured payment processing with multiple transaction types and reporting
Connected social media and email notification systems for announcements
Content Architecture & Taxonomy
Created content templates for consistent show information presentation
Built modular systems allowing easy addition of seasonal content without interface disruption
Established clear information hierarchy accommodating both casual visitors and serious competitors
Comprehensive Training Program
Extensive screen recordings covering all administrative functions
Written knowledge base with step-by-step procedures for common tasks
Seasonal workflow guides for content preparation and management
Results & Impact
Development Success & Early Indicators
Rebuild completed with comprehensive testing across all functionality
Staging environment demonstrated successful elimination of previous usability issues
Payment processing systems tested and configured for all transaction types
Rollout Strategy & Initial Response
Site launch will be strategically timed to avoid disrupting active show weekends
Early user feedback indicates improvement in navigation and mobile experience
Board members successfully managing content updates during testing
Training & Knowledge Transfer Success
Documentation and screen recordings enabling independent troubleshooting and updates
Seasonal workflow systems tested and refined based on administrator feedback
Sustainable management plan established for ongoing operation without technical support contracts
Technical Skills Demonstrated
Custom WordPress Theme Development
Complete HTML/CSS theme creation optimized for specific use case
Payment Gateway Integration
Streamlined financial transaction processing for nonprofit operations
User Training & Documentation
Comprehensive knowledge transfer for sustainable site management
Security Implementation
Balancing user interaction capabilities with budget-conscious security measures
