American Lung Association – Online Overhaul

Project Description

The American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease, through research, education and advocacy. Charity Dynamics partnered with the American Lung Association to extensively explore their constituency before responsively redesigning their website and pushing the boundaries of the Blackbaud CMS platform.

Project Details

Client American Lung Association
Skills Strategy, Technology, UX Design
View lung.org

Challenge

Seamless integration of all charter-based microsites under lung.org
Utilize IP address based geo-location to serve dynamic local content based on user’s state, including custom-built infrastructure for associating content with states
Enhance storytelling to highlight the organization’s impact on real people and increase engagement opportunities

Approach

Comprehensive constituency engagement analysis including surveys, interviews, and comparative analysis to develop baseline goals, establish target personas, and identify engagement paths to determine site architecture and creative strategy brief
Intensive evaluation of content structure of over 5,000 webpages to develop new streamlined site architecture organization
Display meaningful photography and highlight social media integration site-wide
Interactive wireframe process to outline layout and functionality

Outcome

Designed a compelling, responsive, user experienced focused website to unify the organization internally while offering each defined persona a unique experience when navigating throughout the website
Creation and configuration of Blackbaud CMS instance and migration of existing content from Pagebulilder
Multiple, consistent wrappers to provide a seamless user experience across all Blackbaud Luminate Online modules
Complementary responsive email stationery and eNewsletter for use with Blackbaud-configured email campaigns and auto-responders

See The Result