American Association of Endodontists

Recruiting and Staffing | System Selection and Implementation | Website and Content Strategies

Overview

The American Association of Endodontists (AAE), headquartered in Chicago, represents more than 8,000 members worldwide and is dedicated to excellence in the art and science of endodontics and the highest standard of patient care. When key staff departures left a gap in expertise, the AAE turned to .orgSource to help solve significant issues with its website. The site’s complex structure and poor search functionality frustrated both dentists and patients, especially as mobile use surged.

The challenge

AAE.org was increasingly becoming a critical resource for both members and the public, but two primary issues stood in the way of its effectiveness:

  • Difficult Navigation: The site’s unwieldy structure made it hard for users to find the information they needed.
  • Poor Mobile Experience: A growing number of visitors accessed the site via mobile devices, yet the format was not optimized for smaller screens.

Compounding these challenges, the departure of key staff during the project left the AAE in need of strategic support for project management, usability improvements, and staff training.

The Solution

AAE partnered with .orgSource for a comprehensive approach to the website overhaul. .orgSource’s expertise in association website redesigns proved invaluable as they guided the AAE team through each phase of development. Key solutions included:

  • User-Centric Design: .orgSource conducted usability testing with AAE members and leaders to better understand their needs. A card-sort exercise helped shape the site’s relationship architecture, leading to an intuitive and simplified structure.
  • Content Streamlining: The team reorganized and, where necessary, eliminated redundant pages to ensure information was easily accessible.
  • Enhanced Navigation: A topic-based menu system made it easier for both dentists and patients to locate relevant content. Each page prominently featured the "Find an Endodontist" tool, allowing users to quickly search for specialists by location.
  • Mobile Optimization: A mobile traffic study using Google Analytics revealed that 25% of site visitors accessed the site on mobile devices—a number that continued to climb. .orgSource implemented responsive design elements to enhance the mobile experience.

Throughout the 18-month project, .orgSource’s role expanded to fill critical staffing gaps, providing project management, documentation, and training to ensure the AAE team had the knowledge and resources to maintain the redesigned site.

The Results

Despite potential delays from staffing changes and technical hurdles, the project progressed smoothly and was completed on schedule. The redesigned site delivered a vastly improved user experience, receiving positive feedback from members and stakeholders alike.

Key outcomes include:

  • Improved User Satisfaction: Complaints about the site’s usability ceased, replaced by consistent positive feedback.
  • Increased Mobile Engagement: The mobile-friendly design made the site more accessible for users on smartphones and tablets.
  • Efficient Project Management: .orgSource’s coordination of multiple vendors and hands-on support ensured that the project met its timeline and quality standards.

"Our staff has come to rely on .orgSource for leadership and guidance," said Harriet Bogdanowicz, MBA, CAE, AAE’s assistant executive director of communications and membership at the time. "They have so much experience working with associations like ours and tell us what we need to hear, not what we want to hear—that’s the reason I trust them."

The Results

AAE’s website transformation demonstrates the value of strategic partnerships in delivering user-friendly digital experiences. By working with .orgSource, the AAE overcame staffing challenges, reimagined its web presence, and ensured its website met the evolving needs of members and patients.

The collaboration underscores the importance of:

  • User-Centered Design: Incorporating feedback ensures that digital platforms meet the expectations of diverse audiences.
  • Agile Support: Adapting to unforeseen challenges, such as staff turnover, can keep complex projects on track.
  • Data-Driven Decisions: Analytics and testing inform design choices that enhance user engagement.

The result? A modern, mobile-optimized website that reinforces AAE’s commitment to excellence and positions the association as a leader in digital engagement within the dental profession.