Increasing Site Engagement with Customer-First UX
American Lung Association
American Lung Association, founded in 1904, is the leading non-profit for respiratory health. They are determined to lead the fight in helping Americans breathe freely through advocacy, research, and education.
The Challenge
The American Lung Association had specific needs for every aspect of their website redesign project to support their vision: a world free of lung disease. Achieving this vision meant addressing several critical milestones:
- Representation of Diverse Constituent Groups: The site needed to cater to a wide array of users from various locations, each with unique needs, ensuring inclusive and relevant content.
- Streamlined Access to Research and Resources: The website had to present the extensive research and resources in an easily accessible and organized manner, allowing users to quickly find the information they needed.
- Modern and Scalable CMS: The content management system required an update to modern, scalable technology that would enable internal stakeholders to efficiently manage and update content.
- Enhanced Branding and Imagery: The site's branding and imagery needed to reflect the American Lung Association’s stature and reputation, providing a cohesive and professional visual identity that aligned with their recent rebranding efforts.
The Strategy
To improve the customer experience of the American Lung Association's website, Rise implemented a multifaceted approach that encompassed user journey enhancement, visual and brand integration, empowerment through technology, and a collaborative mission-focused effort.
Seamless User Journey
The American Lung Association offers a vast array of research and resources on their website, but user surveys revealed that visitors struggled to find the content they needed. To address this, Rise's SEO and UX teams collaborated to reorganize the site’s structure and navigation. They conducted an in-depth audit to identify the highest-traffic pages and crafted a strategy to protect these pages’ organic traffic during the content migration process. This ensured the new site was intuitive and easy to navigate, greatly enhancing user experience.
Visual Harmony and Brand Resonance:
At the onset of this project, the American Lung Association introduced its first rebrand in a century. Rise seamlessly integrated this rebrand into the new website design, utilizing angular icons and elements that mirrored the logo’s radials. The design language was modern and clean, incorporating unique elements to guide users through their journey. Accessibility was a priority, with colors and contrast chosen to ensure the site was usable by all visitors. Subtle animations engaged users as they scrolled and hovered, creating a "deep breath of fresh air” that conveyed hope, community, and trust. The final product captured the essence of the American Lung Association, earning multiple awards for Rise’s Web Development Services.
Empower Internal Stakeholders to Update and Control Content:
Stakeholders at the American Lung Association faced challenges with updating, maintaining, and controlling their content on the old website. To resolve this, Rise replatformed their website to Kentico, chosen for its speed, modernity, and user-friendliness. This platform enabled American Lung Association stakeholders to quickly and efficiently edit important content, such as event information. This move was crucial in ensuring the site remained up-to-date and relevant, reflecting the latest research and resources available.
Building a Healthier World Together:
This project was more than just numbers for the Rise team. Collaborating with the American Lung Association, we aimed to make a tangible difference in people’s lives. A better user experience on the website means more people can access vital information about lung disease and join the fight to end it. We are honored to have contributed to building a healthier world alongside the American Lung Association.
