Faceted Search and Design 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. Founded in 1933, the Academy is the preeminent provider of musculoskeletal education to orthopaedic surgeons and others worldwide.

The Problem

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. 

Adage Align

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.” 

Digital Strategy and Brand System

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.

Search and Navigation

Most importantly, Adage implemented faceted search that 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.

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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