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Revamping website and increasing stakeholder engagement

Established in 1902, the American Anthropological Association (AAA) is the world’s foremost scholarly and professional organization dedicated to advancing anthropological knowledge and its application to global challenges.

Seeking to expand the reach and impact of their programs, benefits, and resources, AAA partnered with Fíonta for a comprehensive website redesign initiative.

Visit website

Due to a cluttered website, complex navigation, an unclear mission, and a lack of intuitive CTAs, AAA faced challenges in engaging external stakeholders and connecting them with the association’s programs, benefits, and resources.

Outdated and redundant content hinders information

The existing AAA website provided a cluttered user experience due to obsolete and repetitive content. A thorough content audit was necessary to eliminate outdated and redundant materials, ensuring accuracy and relevance. The presence of this redundant content made it difficult for users to find the information they needed efficiently, impacting the overall usability of the website and the credibility of AAA as an authoritative source of information in the field of anthropology.

Content overload and clumsy site navigation impact mission, vision, and identity

AAA’s website, with its extensive content, posed a navigation challenge for users and needed more clarity in presenting its identity, mission, and value. This ambiguity could deter or fail to capture the attention of potential members or partners.

Ambiguous calls to action impact lead conversion

The website lacked clear and prominent calls to action, affecting lead conversion rates. Implementing strategic and intuitive CTAs throughout the site aimed to guide visitors on becoming members or engaging with the AAA community, boosting engagement and membership.

The project began with a comprehensive content inventory, guiding AAA through informed content migration decisions, followed by wireframes of key templates. Fíonta designed and developed a welcoming, inclusive, and visually appealing website compliant with web content accessibility guidelines (WCAG), meeting AA and AAA-level standards.

AAA wireframe

Wireframe example

This resource-rich platform now effectively serves members and the public, fostering a community of experts in anthropology. Meticulously organized content caters to diverse audiences, simplifying access to vital information.

AAA style tiles

Style tile example

The website empowers AAA with seamless backend management capabilities, allowing them to create captivating pages with easily configurable, pre-designed components when needed.

Efficient content organization

A thorough content inventory ensures informed decisions and a user-centric approach, and meticulous content organization efficiently connects members to actionable areas.

Resource-rich platform

The website serves as a valuable resource, promoting anthropology’s value and fostering a community of experts.

Flexible page creation

Easily configurable, pre-designed components empower AAA to create captivating pages as needed and effortlessly manage the site with timely updates and content maintenance.

The new website provides valuable information about anthropology to the general public and offers AAA staff seamless backend management capabilities. Additionally, it empowers AAA to create their own captivating pages with easily configurable, pre-designed, and arrangeable components whenever required.

AAA homepage design

AAA design

Our resourcing team staffs each project with care. Team members involved in this initiative included the following:
Project manager

Steering all project facets like budget, schedule, scope, and risk management while collaborating with technical leads on risk handling, our project managers serve as the primary liaison with clients, offering frequent updates on project progress.

Lead web developer

Expertly navigating client websites to facilitate enhancements in line with organizational goals, emphasizing sustainable growth, versatile functionality, and simplified maintenance.

Configuration specialist

Specializing in Salesforce and associated systems, our experts configure client instances following technical leads’ solutions, focusing on building functionality.

Business analyst

Dedicated to comprehending and documenting client business processes, identifying needs, and converting requirements into user stories. The business analyst works with technical leaders on the project to validate that the proposed solutions meet documented acceptance criteria and will satisfy project success metrics. Business analysts play a key role in planning for and executing user acceptance testing and training and change management when applicable.

User Experience (UX) consultant

Focused on delivering meaningful and user-friendly experiences, our UX Consultants engage users early, prioritizing their needs and goals to ensure systems are both requirement-compliant and valuable to the end user.

User Interface (UI) designer

Transforming technical specifications into visually engaging web interfaces, our UI Designers collaborate with developers and UX consultants to ensure designs meet requirements, align with project scope, adhere to accessibility standards, and embody the organization’s brand identity.

Technical lead

Leading project solution implementation and coordinating technical processes, our technical leads manage the design, build, internal QA, user acceptance testing, and deployment activities, thus ensuring timely, quality deliverables. Sometimes doubling as solution architects, they work closely with project managers to manage risks and serve as primary client contacts.

WordPress developer

Specializing in WordPress, our developer adopts a plugin-first strategy to turn designs into functional websites, leveraging extensive knowledge of WordPress plugins to ensure long-term site sustainability.