Integrity and the American Optometric Association Launch Responsive Site

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Partner & Chief Creative Officer
Jul 12, 2013

The American Optometric Association represents 36,000 optometry professionals in nearly 6,500 communities across the United States. After years of impressive growth, its online presence needed a new vision.

Previously, the website was dated and oftentimes confusing. Poor navigation resulted in an accumulation of content and buried calls-to-action. The AOA needed to increase the value of membership for its members and convey this value to non-members, all while increasing online revenue.

One Year Later...

...and a lot has changed.

In partnership with the AOA development team, Integrity’s web developers designed a responsive website to accommodate the growing need for the AOA’s site to be accessible on various screen sizes and devices. A custom Doctor Locator tool connects patients with optometrists based on metrics such as proximity, name, practice and specialty. The Affiliate Finder helps connect optometrists and optometric staff members with their local affiliate and the revamped news and events section highlights the AOA events as well as opportunities to get involved.

Integrity’s interactive design team revamped the AOA’s look and feel with the eye in mind. Our user experience and user interface designers created a layered design with large images and implemented a color palette that complements the existing AOA brand. Strategic design elements help draw the eye to the conversion points such as Join the AOA and Member Login.

Soon the site will include a revamped e-commerce platform to help provide members and non-members quality practice and continuing education resources. Several microsites will be integrated into the main site to help achieve a more cohesive user experience.

The transformed AOA website now has the professional appearance needed for an association that sets professional standards, provides research and education opportunities and lobbies the government all in the name of advancing optometry.

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