Very interesting. So, from the videos, they first defined their user base and the different constituencies or types of user within that base. Then they developed an "outward facing" site map. I love that, never knew there was a term for it. That sure turns my thinking around a bit.
And the revamp is so much better than the off-putting design they have now. I can see where starting with those first steps really helped them focus on what the user wants and needs.