Sandstorm Blog

Janna
ACOEM's New Website Wins a dotCOMM Gold Award for It’s Intuitive UX and Enriched Member Experience Built In Kentico

About

American College of Occupational and Environmental Medicine (ACOEM) is the leading association of medical professionals who advocate and oversee the health of workers, the safety of workplaces and the overall quality of environments.

The Challenge

ACOEM’s website and several related microsites utilized an outdated technology, an ineffective user experience that did not reflect the mission of the association nor the user needs of the occupational and environmental medicine community. The content was extremely deep and relied on a poor search experience, which often led to users contacting the help desk, putting unnecessary strain on their staff, or abandoning the site.

Goals of the redesign included: ensuring the site informed users about occupational and environmental medicine (no tree-doctors need apply); Single sign-on for critical member benefits; reaching emerging professionals entering the workforce (career ops, connecting with peers, educational content); and offering special interest communities to connect and increase member engagement.

The Solution

The new site needed to be clean, intuitive, mobile-first with integrated faceted search, while delivering a robust administration experience for ongoing content management by ACOEM staff.

ACOEM wanted the new site to work from the existing marketing materials, but not be a slave to the printed brand. Sandstorm knew going straight to visual UI layouts would not give the teams the opportunity to work together—to “Yes, And”, which is one of Sandstorm’s guiding principles for our creative work. Because of this, Sandstorm began the UI process with brand/mood boards in order to gain alignment on the visual direction. Once a brand/mood board was selected, Sandstorm quickly transitioned into visual user interface designs with a mobile-first strategy.

We also identified the navigational structure was going to be broad and deep resulting in a dense navigational structure. ACOEM was extremely motivated to use a unique mobile-first drawer pattern for the navigation on all viewports. This innovative navigation resulted in a very clean experience that was user-friendly and unique within the association space.

Sandstorm’s UX and Kentico-certified development team worked collaboratively to build the page layouts using a form-based model instead of an open structure. This approach enabled the site to embody a consistent user experience while making site content and image updates intuitive and easy to manage for the ACOEM team. Knowing search was fundamental to the overall user experience, we leveraged Kentico’s tagging, categorization, Google sitemap, and Smart Search to significantly improve the relevancy and findability of key content; in addition to integrating with Fonteva’s AMS to deliver a personalized member experience.

The website was a critical part of ACOEM’s overall digital transformation journey led by our partner, .orgSource, as they helped modernize the technology landscape including new software for the AMS, finance and workflow analysis.

The Results

The dotCOMM Awards honored the American College of Occupational and Environmental Medicine and Sandstorm with a Gold award honoring excellence in web creativity and digital communications in the association space. Check out the new ACOEM site.

The 2019 dotCOMM Awards is administered and judged by the Association of Marketing and Communication Professionals (AMCP), one of the largest, oldest and most respected evaluators of creative work in the marketing and communication industry.

Since launch in January 2019, ACOEM has seen significant improvement, including:

  • User interactions (sessions) increased 32%
  • Return visitors increased 18%
  • New users (no prior sessions) increased 13%

Sandstorm continues a strong partnership with ACOEM and provides ongoing UX/UI improvements, development and AMS integration support and maintenance for the site, including data analytics in order to drive key insights for optimization. In addition, to further extend the Kentico platform, Sandstorm is underway with building much improved Member and Find a Provider searchable directories that leverage key user data stored in Salesforce (Fonteva), as these are highly visible (and highly utilized) features of the site.

This blog was posted by Janna on August 20, 2019.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

Sandy
3 Digital Trends Associations Should Start, Stop and Continue Doing

As part of our annual review process we use the start, stop, continue retrospective technique. We've found it's a great way to recognize successes and opportunities for growth for individuals, teams and organizations. Thinking about the digital transformations we've seen with associations lately, below are some retrospectives on what we see trending with membership organizations. 

START
Creating a culture of data. Using data to inform your decisions and weaving that into everything you do is critical to success. We are working with an association today where we're collecting and analyzing data to identify educational gaps and drive new products (and revenue). We're also utilizing data to drive content and functional requirements on new website builds to improve the member experience. By taking a fresh look at member data for a global membership organization, we were able to re-interpret the data and create new marketing campaign messaging to increase membership and product sales. The combination of qualitative and quantitative data helps associations turn subjective decisions into objective ones. Even when we're talking creative and UX – data science for us plays a huge role.

STOP
Stop building websites in proprietary technologies on a web dev shop's server as you are trapping yourself and it’s completely unnecessary now. Many leading associations are utilizing off-the-shelf content managements systems like Drupal, Kentico, etc. to integrate with their AMS and LMS systems, provide personalized member experiences, and track analytics and KPIs. Then you have options when it comes to supporting your chosen system. You can choose to have the original digital agency maintain and support your site, you can select a new partner for support, or bring it in house. We also recommend you own the hosting relationship with a 3rd party provider such as Rackspace, Azure, or AWS so you are never "stuck". We have taken over the maintenance and support for so many association websites that didn't get the service, attention to detail, nor strategic thinking to drive their association forward, and it was all possible because of the CMS they selected (and it's always a smoother transition when a 3rd party hosting provider is involved but not necessary). 

CONTINUE
Continue focusing on member engagement, member value and the overall member experience. This is what we love most about associations. It doesn't matter if you're a trade association or medical, large or niche, everyone shares a common mission to help your members become more than they can on their own. One of the most common challenges and motivations we've seen for launching into a new website overhaul was to improve their members' online experience and increase online member engagement. And we get it – we, too, are all about the user. When you look into the member journey, continue at all touchpoints to remember we're all just people trying to be the best version of ourselves. Keep the humanity alive in your organization that you have already mastered.

This blog was posted by Sandy on February 19, 2019.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

John
Hermes Platinum Award

The Hermes Creative Awards has honored Sandstorm Design with a platinum award for the agency’s redesign of the CLR Brands® website. The 2018 award winners were announced by the Association of Marketing and Communication Professionals (AMCP), which administers the annual Hermes Creative Awards international competition.

Sandstorm’s reconstruction of the CLR Brands® website—which showcases CLR® and Tarn-X®, two of America’s favorite household cleaning products—delivered a clean, intuitive design and a significantly upgraded user experience. The site was built on the Kentico EMS platform, which enables enhanced integrated marketing automation, site searchability and personalization.

Kentico named the CLR Brands® website one of its top 10 sites for June 2018.

The Hermes Creative Awards recognize the messengers and creators of traditional and emerging media. The annual competition is judged by the AMCP, an international organization consisting of thousands of creative professionals. Entries are received from corporate marketing and communication departments, advertising agencies, PR firms, graphic design shops, production companies, and web and digital creators.

This blog was posted by John on June 19, 2018.
John Rausch

About the Author

John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.