Faceted Search and Site Redesign Deliver Enhanced User Experience and Non-Dues Revenue

“The new OrthoInfo empowers patients by helping them to better understand their conditions, find answers to questions and prepare for surgical procedures, anytime, anywhere. In addition, OrthoInfo is an important in-office resource and tool for our orthapaedic surgeon members, reflecting the Academy’s commitment to providing optimal patient care.”
– William J Maloney, M.D., AAOS President
AAOS OrthoInfo Mobile iPhone

The American Academy of Orthopaedic Surgeons (AAOS) is the most trusted authority on injuries, diseases, and treatments associated with bones and joints.

The online resource for AAOS OrthoInfo faced a rapidly increasing traffic flow of over 42 million visitors per year. Even though the site was popular, it was not well received. The vast content archives were difficult for site administrators to manage and update. The poor design and limited functionality resulted in frustration and low visitor retention.

Findability proved to be a consistent pain point. Association members need to find resources quickly. Users were forced to look elsewhere for answers (i.e. Google, Wikipedia). Although easier and faster to use, these alternate sources often offered misinformation.

Increased Page Views
10
Increased Mobile Sessions
15
The Difference

Increase of 1 Million page views in the first 3 months.

OrthoInfo-AAOS User Experience Design

Digital Strategy

The project began with a discovery process called Adage Align. Adage Align established a shared vision among stakeholders. The unique process resulted in an organizing idea that unified AAOS around a core purpose; to be “a dedicated advisory reference for orthopedic health.”

Brand Strategy

Adage developed a user experience and brand story that was leveraged throughout the project. The new, flexible brand system included colors, fonts, button design, blocks, and page layouts. This system was designed with a digital-first mindset that stayed true to AAOS’s mission.

OrthoInfo-AAOS Responsive Design

Revenue Generating Blocks

An additional OrthoInfo project goal was to increase non-dues revenue by expanding advertising opportunities. The Adage team designed and developed responsive ad-blocks that are leveraged throughout the site.

AAOS OrthoInfo Responsive Website by Adage

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“Our goal is to provide clear and accurate orthopaedic information in a way that patients, families and caregivers can easily understand. We have added new illustrations, animations, and videos to supplement the articles. The new responsive design allows viewers to access orthopaedic information on any platform – desktop, mobile, tablet, and smart TV.”
– Stuart J. Fischer, M.D., OrthoInfo Editor-in-Chief