American College of Asthma, Allergies, and Immunology (ACAAI) Redesign

Problem

The American College for Allergies, Asthma, and Immunology is one of the leading resources for patients about allergies, asthma, and immunology. Physicians rely on ACAAI for continuing education, practice management, and resources for patients. ACAAI wanted to create a seamless, integrated experience for patients and physicians to access information relevant to them, without having a disjointed experience. There was concern about maintaining SEO rankings. ACAAI also wanted to remain competitive in search engine results, fighting for top ranking with their competitor, AAAAI.

Process

I began by 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.

With SEO in mind, I worked with my team's SEO ninja to ensure there would not be a negative impact on ACAAI's rankings. We ensured relevant keywords were appropriately used throughout site content and metadata, without compromising the integrity or readability of the content.

Solution

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.

This project was completed while I was working at Reingold.