Non-Profit

American Cancer Society

User-centric design, cloud-based solution empowers organization to fulfill its mission on the iconic Cancer.org

Results

Best-in-class, responsive site

Redesigned with new branding, the site features improved site-wide search and increased accessibility.

Logical site structure

Streamlined user flows bring the organization’s resources and services into focus through clear pathways.

Optimized content authoring

A scalable, agile platform and simplified workflows increased content management speed and efficiency.

“Our engagement with TA Digital — across multiple projects in the digital space — has been exceptional. They are a highly skilled team of professionals who show genuine care for our mission while providing crucial expertise. I am looking forward to a continued relationship with them.”

Jay Jump, Senior Vice President, Digital Products

Challenges

The American Cancer Society is dedicated to the vision of a world without cancer and to improving the lives of the people affected by it.

But users had trouble with the organization’s outdated flagship site, making a difficult situation even harder for the people ACS is trying to help.

Specific issues included:

Cancer.org wasn’t optimized for touch screens.
People couldn’t easily find what they were looking for in the site’s structure.
Page structures were confusing for people who use screen readers and other assistive technologies.

Outcomes

We began by guiding ACS through a transition to AEM as a Cloud Service. With our team assuming the bulk of the seamless content-migration process, we put control in the hands of the ACS team. Using customized content authoring experiences, they can quickly and easily deliver relationship-building digital interactions.

To ensure Cancer.org audiences can easily access content, we established personas with content mapping that aligned to the various stages of the user journeys. We also created a messaging architecture and content guidebook.

We then designed a responsive Cancer.org site based on new branding. We provided clear paths to content, informed by user journeys, and created a design system that aligned with AEM’s core components to provide consistency and ensure accessibility across devices.