Like the work of the Data Science Institute, its website’s foundation is multi-faceted. Through a collaborative content strategy and UX design process, we defined a structure and flow that leads with DSI’s narrative and then provides interconnected pathways for audiences to explore. Primers introduce the Institute, its mission, and the faculty, students, and alumni that advance it. High-level purpose is established with focus areas that connect data science to global issues like climate, health care, and social justice. And the Data Science Institute’s website empowers audiences to explore everything from academic programs and affiliated schools and programs to faculty, news, events, and more. The result sets the stage, tells a story, and then invites audiences in to engage more deeply.