Provide allergy and asthma sufferers with information to help them understand their symptoms and find resources to manage their condition. Make relevant content for allergy and asthma sufferers easy to find, quickly. Give practicing allergists a user friendly one-stop-shop to direct patients to—value-add to their membership.
Before the redesign, there was concern about maintaining SEO rankings. ACAAI also wanted to remain competitive in search engine results, fighting for top ranking with AAAAI. Within 30 days of the redesign, ACAAI.org was visited by over 500K users, had over 700K pageviews, and over 10K allergist referrals. As for the competition? ACAAI is now generating 50% more traffic than AAAAI.
I began auditing content and mapping the existing information architecture, in order to familiarize myself with the quality and type of content on the website. Then, I identified gaps in content, based on strategic recommendations from keyword research. Next, I performed a card sort to test possible hierarchies for the information. The result: topically organized information hierarchy incorporating overview, symptoms, treatment and management information for all content areas.
After the initial content audit I performed during the information architecture phase, I dove deeper into content, identifying pages to combine, keep, and delete based on the objective of the project. Through competitive research and learning frustrations from users, I devised a strategy to make finding relevant information easier and streamlined. My recommendation: consolidate content on a single type of allergy onto a single, long scrolling page—providing the context to facilitate understanding and detailed information to help users find resources to end their suffering.
This project was completed while I was working at Reingold.