Advise and Prioritize
The discovery process with CHADD was a crucial step in identifying the best strategy for reworking their site. Through working with CHADD on their site and organization goals, we were able to start to break down all the information that CHADD provided to their users, and identify areas of the site where users were potentially lost or confused. There was also a very strong marketing need for CHADD, to promote not just their status as advocates, but promote and encourage membership, which truly opened up resources to their users nationwide.
Led by Engage Creative Director, Anthony Overkamp, the CHADD sprint team undertook a content strategy effort and together identified a POV approach that organized key articles under two audience-centric silos: Adults with ADHD and Parents & Caregivers of Children with ADHD. We created two information funnels directing these audiences to the content most likely to suit their needs. This gave the site more focus, and helped to facilitate navigation patterns that we would reproduce throughout the site for a clean and intuitive user experience.
Membership features and benefits were also brought front and center throughout the site, complete with promotional roadblocks to member-only articles. The user is exposed to membership promos until he or she logs in as a member, leveraging DNN permissions. Engage worked to give users access to see all the content that is available not only free, but as a benefit as becoming a member of CHADD.