“The new OrthoInfo empowers patients by helping them to better understand their conditions, find answers to questions and prepare for surgical procedures, anytime, anywhere. In addition, OrthoInfo is an important in-office resource and tool for our orthopaedic surgeon members, reflecting the Academy’s commitment to providing optimal patient care.”
– William J Maloney, M.D., AAOS President
Faceted Search and Site Redesign Deliver Enhanced User Experience and Non-Dues Revenue
The American Academy of Orthopaedic Surgeons (AAOS) is the most trusted authority on injuries, diseases, and treatments associated with bones and joints.
The online resource for AAOS OrthoInfo faced a rapidly increasing traffic flow of over 42 million visitors per year. Even though the site was popular, it was not well received. The vast content archives were difficult for site administrators to manage and update. The poor design and limited functionality resulted in frustration and low visitor retention.
Findability proved to be a consistent pain point. Association members need to find resources quickly. Users were forced to look elsewhere for answers (i.e. Google, Wikipedia). Although easier and faster to use, these alternate sources often offered misinformation.
Increased Page Views
10
Increased Mobile Sessions
15
The Difference
Increase of 1 Million page views in the first 3 months.
Digital Strategy
The project began with a discovery process called Adage Align. Adage Align established a shared vision among stakeholders. The unique process resulted in an organizing idea that unified AAOS around a core purpose; to be “a dedicated advisory reference for orthopedic health.”
Brand Strategy
Adage developed a user experience and brand story that was leveraged throughout the project. The new, flexible brand system included colors, fonts, button design, blocks, and page layouts. This system was designed with a digital-first mindset that stayed true to AAOS’s mission.
Learn more about our brand identity design services. Check out Adage ID
Faceted Search and Find
Most importantly, Adage implemented faceted search with Optimizely Search and Navigation. Optimizely Search and Navigation has the ability to pull ALL content from ALL platforms/apps/websites into one search index. Then by adding facets and filtering, Adage made searching even easier. Now, AAOS OrthoInfo provides members with the information they need quickly and seamlessly from the most trusted source in the business. Learn more via Site Search and Personalization Webinar.
Watch the webinar
Revenue Generating Blocks
An additional OrthoInfo project goal was to increase non-dues revenue by expanding advertising opportunities. The Adage team designed and developed responsive ad-blocks that are leveraged throughout the site.
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