The Challenge

Reimagining the experience to empower people and strengthen fundraising.

The American Cancer Society is dedicated to the vision of a world without cancer and to improving the lives of the people affected by it.

But users had trouble with the organization’s outdated flagship site, making a difficult situation even harder for the people ACS is trying to help.

Specific issues included:

• Cancer.org wasn’t optimized for touch screens.

• People couldn’t easily find what they were looking for in the site’s structure.

• Page structures were confusing for people who use screen readers and other assistive technologies.

The Solution

Enabling relationship-building digital interactions.

We began by guiding ACS through a transition to AEM as a Cloud Service. With our team assuming the bulk of the seamless content-migration process, we put control in the hands of the ACS team. Using customized content authoring experiences, they can quickly and easily deliver relationship-building digital interactions.

To ensure Cancer.org audiences can easily access content, we established personas with content mapping that aligned to the various stages of the user journeys. We also created a messaging architecture and content guidebook.

We then designed a responsive Cancer.org site based on new branding. We provided clear paths to content, informed by user journeys, and created a design system that aligned with AEM’s core components to provide consistency and ensure accessibility across devices.

Tools Implemented

• AEM as a Cloud Service

The Results

Content mapping and migration for clear user experience and branding consistency.

As a result of our partnership, ACS experienced the following:

• Best-in-class, responsive site: Redesigned with new branding, the site features improved site-wide search and increased accessibility.

• Logical site structure: Streamlined user flows bring the organization’s resources and services into focus through clear pathways.

• Optimized content authoring: A scalable, agile platform and simplified workflows increased content management speed and efficiency.

Our engagement with Credera — across multiple projects in the digital space — has been exceptional. They are a highly skilled team of professionals who show genuine care for our mission while providing crucial expertise. I am looking forward to a continued relationship with them.