Using ethnographic research to help American Association for the Study of Liver Disease define its narrative

Using ethnographic research to help American Association for the Study of Liver Disease define its narrative

ASSLD home page on laptop, tablet and mobile device

KEY PROJECT DETAILS

  • 2,000+ pages of content to organize, govern and migrate
  • Web & content strategy
  • Customer Journey Map & Ethnographic research for Conference
  • Information architecture & user experience
  • Focus on easy access to key information and tasks
  • Integration between Drupal/ACGI AMS and LMS systems

(Read the client review on Clutch.co)

ABOUT THE PROJECT

AASLD is the leading organization of scientists and health care professionals committed to preventing and curing liver disease. The organization knew that a newly designed site should not only provide the basics of good web design and development (better user experience, compelling design, engaging content, and clear actions), but it should also paint a narrative for where an organization has been and where it is going. Balance Interactive was tasked with helping AASLD define that narrative and then convey it – not only with this current project – but future projects as well.

THE BALANCE INTERACTIVE SOLUTION INCLUDED:

A differentiator for AASLD was the organization’s rich history – founded in 1950 by a small group of leading liver specialists. It is, at once, this rich history that can either pave the way for the future of the organization or hold AASLD back from growth. Balance Interactive suggested that AASLD’s opportunity at this moment is to bridge its past with its future in compelling, innovative ways. Balance set out to build AASLD’s online presence at the very center of this effort.

CRAFTING THE NARRATIVE FOR AASLD

In order to craft the right narrative for AASLD’s online presence, Balance performed a series of tasks designed to pull necessary data that would help us understand the organization and its members. The effort started with a usability assessment and competitive analysis. We then proceeded to perform audience and stakeholder interviews. Our goal was a new website that supports AASLD’s goal of strengthening brand awareness among all audiences while focusing primarily on optimizing engagement for members as well as non-members in the hepatology field (prospective members).

Ethnographic research proved to be one of the most informative exercises for our team in truly understanding the end-user to craft the narrative. By sending our strategy and UX team to the Liver Conference with the task of “becoming the user” we were able to provide valuable insight to AASLD.

A VISUALLY MODERN & ENGAGING SITE

AASLD needed a site that will bring it to the forefront of the industry through a modern look that maintains the integrity of an established organization with a rich history. The site was designed to optimize engagement through a streamlined user experience. Every creative decision was made with key goals in mind. Recommendations for increased video on the website led to a series of compelling video stories to be produced around the concept “Who inspired you?” A mega-navigation was created to better direct audiences to key content items.

A CONTENT STRATEGY THAT IMPROVES VISIBILITY & ENGAGES AUDIENCES
 
Balance Interactive organized all main pages around key actions that our research told us users wanted to take. The team created interior landing pages with introductory text. We structured content so it could be managed in one place, and we published dynamically in multiple locations. All the while keeping an eye out for ways to maintain and improve search rankings. We performed a content workshop to help content editors learn to write from the perspective of their audience.
 
IMPLEMENT AND INTEGRATE THE DRUPAL CMS

We built the website on the Drupal content management system because it allowed for greater personalization of content with its easy-to-implement tagging features. We integrated key parts of the website with AASLD’s AMS, (ACGI) and Learning Management System. The result is an easy-to-administer website for AASLD staff and a seamless user experience for their members.

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