Challenge
Help the American Academy of Pediatrics redesign and reposition its online services to be more valuable, professional, and reflective of the leadership position of the Academy on child health issues.
Forum One Solution
The American Academy of Pediatrics (AAP) was ready to redesign and re-position its online services to reflect its role on child health issues. In addition, the AAP wanted the new site to integrate with several subsites, presenting a consistent online brand. The old site had become difficult for users to navigate and equally difficult for AAP staff to manage.
Forum One Communications guided a large AAP team in assessing the organization’s online objectives, reshaping its online services, and developing a new architecture and design for the site. Forum One’s steps in this process included:
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Working closely with a core AAP team to conduct staff interviews, online surveys and focus groups to identify the key priorities of key audiences.
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Leading cross-organizational workshops on “Internet trends and opportunities”.
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Facilitating senior-staff decisions on new AAP online priorities and services.
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Developing new information architecture, navigational strategy, graphical design, and templates to support the organization’s new Web site.
The site was relaunched in 2004. The site’s redesign better serves all of its target audiences – the general public, non-pediatrician health professionals, as well as its 60,000 member pediatricians. The new site features a design and navigation suited for general audiences as well as professionals, new "health topic" index pages and resources specifically for parents, and reorganized site taxonomy to help all users better find what they need.
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