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International Dairy Deli Bakery Association

A More Secure Digital Experience That Strengthens Membership Value

The International Dairy Deli Bakery Association (IDDBA) is a nonprofit trade association serving professionals and businesses across the dairy, deli, bakery, and supermarket fresh foods industries. It supports retailers, manufacturers, brokers, distributors, and other stakeholders through industry research, education, and events, including the annual IDDBA show. Its role is to help members stay informed, improve operations, and keep pace with evolving trends in fresh foods.

Laptop, tablet, and smartphone displaying the IDDBA website homepage, demonstrating a consistent experience across screen sizes.
Technologies
Storyblok
Services
Design, Development
Industry
Associations, Food & Beverage, Nonprofit
Live Site
iddba.org

Project Goals

IDDBA partnered with BizStream to modernize its primary website as a business-critical platform for member engagement, industry education, and ongoing communications. The goal was to evolve the digital experience so it more clearly communicated membership value, supported a stronger content experience, and reduced risk tied to an aging, unsupported platform, while setting the organization up with a flexible foundation that could adapt as needs and priorities change.

Results

The new IDDBA.org launched with a refreshed experience that improved clarity, usability, and long-term sustainability for both members and internal teams. Beyond visible design improvements, the project established a more flexible foundation that allows the site to evolve without relying on hardcoded constraints.

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Laptop displaying the IDDBA webinars page with filters and webinar cards organized by category.
Smartphone showing IDDBA member testimonial videos with quotes and speaker names in a vertical mobile layout.

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Challenges

IDDBA’s website plays a central role in how the association supports members, delivers industry education, and communicates year-round with a diverse audience. Over time, the site became harder to use, harder to maintain, and less effective as a business-critical platform, creating friction for both users and internal teams.

Key challenges included:

Unclear Membership Value
  • Membership benefits were spread across multiple pages and formats, making it difficult for users to quickly understand what was included or why joining mattered.
  • Key value drivers were often buried in long pages or downloadable PDFs rather than clearly presented on the site.
Low Content Discoverability
  • Important content, including educational resources and benefits, was difficult to find due to dense layouts and inconsistent structure.
  • Critical information was locked inside PDFs, limiting searchability and reducing visibility in both on site navigation and search engines.
Fragmented Education Experience
  • Webinar content lacked consistent organization, filtering, and categorization, making it harder for users to browse or discover relevant sessions.
  • Speaker information and related content were not clearly surfaced, reducing opportunities for deeper engagement.
Poor Usability and Readability
  • Overly nested layouts, repetitive content blocks, and limited visual hierarchy made pages difficult to scan and navigate.
  • The overall experience felt cluttered and text heavy, particularly for users trying to find information quickly.
Growing Platform Risk
  • The site was built on an aging, unsupported platform, increasing security concerns and ongoing maintenance burden.
  • Technical limitations made it harder to evolve the site alongside changing organizational needs.
Tablet and smartphone showing IDDBA certification, awards, and show promotion content with bold brand colors and imagery.

Solutions

BizStream redesigned and rebuilt IDDBA’s website to create a clearer, more adaptable digital platform that could evolve with the organization. The solution focused on improving clarity, usability, and long-term maintainability, while preserving critical functionality and minimizing disruption for members and staff.

A Clearer, More Cohesive Digital Experience
  • Reimagined page layouts and information structure to reduce clutter and improve readability.
  • Applied updated brand assets consistently across the site to create a more modern, cohesive visual experience.
Stronger Content Structure and Discoverability
  • Reorganized content into more structured, searchable page models instead of deeply nested layouts.
  • Shifted key information out of PDFs and into page content that is easier to find, scan, and maintain.
A More Intuitive Education and Webinar Experience
  • Introduced clearer categorization and filtering for webinars to help users find relevant content more easily.
  • Added speaker visibility and related content recommendations to encourage deeper exploration and engagement.
Greater Flexibility for Internal Teams
  • Implemented a modern, component based CMS that gives content editors control over layouts, navigation, and page organization.
  • Reduced reliance on hardcoded templates, allowing the site to evolve without ongoing development support.
A Sustainable Platform Foundation for Long-Term Growth
  • Moved the site off an unsupported legacy platform to reduce security exposure and operational risk.
  • Established a stable, modern foundation that supports ongoing enhancements, integrations, and future needs.
Tablet and smartphone displaying IDDBA show planning and industry content, highlighting a responsive layout across devices.

A Partnership Built for Impact

IDDBA came into the project needing more than a redesign. They needed a partner who could guide critical decisions and take ownership of complex work that stretched beyond their internal team’s bandwidth.

  • BizStream guided the engagement with platform and architecture recommendations aligned to IDDBA’s security, maintenance, and long-term content management needs.
  • The team’s familiarity with both the legacy system and the new platform reduced discovery time and accelerated migration planning.
  • BizStream took a hands-on approach to content migration, reshaping content into clearer layouts rather than attempting a one-to-one transfer from a flawed structure.
  • Collaboration focused on practical decision making: what to preserve, what to modernize, and what to simplify to support long-term maintainability.
  • The approach emphasized enabling IDDBA’s team with tools and structure they could control and adapt post launch.
Desktop monitor displaying the IDDBA homepage with the headline “Thinking Outside the Aisle” and featured membership and event content.

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