Putting members first with a redesigned website

The Gerontological Society of America (GSA) is the oldest and largest interdisciplinary organization devoted to research, education, and practice in the field of aging. Founded in 1945, GSA is the driving force behind advancing innovation in aging — domestically and internationally. Its members come from more than 50 countries.

The GSA website is a repository or access point for all of GSA’s public and member content. It serves members and non-members alike with a keen goal of illustrating member benefits.

Visit website

In the years since the last redesign, the GSA website has become filled with too much content organized in a way that did not serve the audiences. GSA was looking for a contemporary website that would be easy to navigate and find the most relevant content.

Cluttered design

The website navigation menus were cumbersome with unintuitive groupings, which made locating the correct information complicated for website visitors. Additionally, most pages featured voluminous content and were challenging for users to parse quickly.

Unclear CTAs

The website needed a more precise focus and did not showcase the many benefits of membership.


There were copious issues with visual and semantic accessibility, including small font sizes, color contrast, and heading structures.

Fíonta worked closely with GSA, becoming part of their team. In discussions, we devised a plan to narrow down which content would port over to avoid overwhelming visitors with information. Additionally, there was a focus on incorporating GSA’s new brand guidelines. Members and potential members can quickly learn about GSA and their offerings and then be directed to other web products to access GSA’s offerings.

Strategic content

The most valuable content is behind a paywall, and access to all member benefits is streamlined to show clear value to current members and to attract new members.

Simplified navigation

Visitors should quickly find the information they seek and digest using the navigation and consolidated page content.

Consistent design

The website provides a cohesive experience with a unifying design across all site pages, regardless of the entry page.

The GSA redesign prioritized the members with a strong focus on their experience. The new website is highly accessible, modern, and user-friendly, with easy-to-navigate sections, ensuring users can find the information they seek.

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.

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.

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.

Technical architect

Senior strategic advisors who focus on business transformation with domain expertise in functional, platform, and integration architecture. Our technical architects articulate solutions and design trade-offs to clients, guide the delivery framework, and oversee complex solution design and development, ensuring technical integrity and soundness of the final product.

Configuration specialist

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

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.