Society for Academic Emergency Medicine

Website and Content Strategies 

SAEM partnered with .orgSource to answer a simple but very important question: “What do our members want from our website?” Once the organization knew how to answer that, it could move ahead with a much-needed website redesign. 

 

OVERVIEW

The Society for Academic Emergency Medicine (SAEM) is dedicated to advancing emergency care through education, research, advocacy, and professional development in academic emergency medicine. 

To better serve its members and further its mission, SAEM sought to answer a critical question: “What do our members want from our website?” Addressing this question became the foundation for a much-needed website redesign, and SAEM turned to .orgSource to lead the process. 

The challenge

SAEM leadership recognized that the existing website was not fulfilling its mission or meeting the needs of its membership. However, pinpointing the exact reasons required thorough research and analysis. 

The primary challenges included: 

  • Unclear Member Needs: There was no comprehensive understanding of what members expected from the website. 
  • Outdated Design: The site was not user-friendly or visually engaging, limiting its effectiveness as a resource for members. 
  • Content Gaps: The website did not highlight critical resources and information members sought. 

SAEM needed a data-driven approach to reimagine its online presence and align it with member expectations. 

The Solution

To uncover what SAEM members truly needed, .orgSource employed a mix of cost-effective and highly effective tools. Each method provided unique insights that shaped the redesign process. 

Key Research Tools and Strategies 

1. Google Analytics
By analyzing the performance of the existing site, .orgSource identified: 

  • Which pages and content drew the most traffic. 
  • What content was underutilized or unnecessary. 
  • User behavior patterns, such as time spent on pages and navigation paths.

2. Member Feedback Surveys
.orgSource conducted a two-phase survey process: 

  • Online Surveys: Members were asked what they liked about the current site and what they wanted to change, add, or remove. 
  • One-on-One Interviews: Consultants followed up with individual members to dive deeper into survey results and understand their preferences and pain points. 

Results were compiled into a comprehensive report for senior leadership, volunteer leaders, and the website redesign committee. 

3. Card Sorting
Members participated in card-sorting exercises, grouping words related to the website into categories that made sense to them. The resulting patterns provided a framework for organizing the new site’s content and navigation. 

4. Usability Testing
A prototype of the redesigned site was shared with members, staff, and volunteer leaders for usability testing. Observing how users interacted with the prototype helped refine the design and layout. 

The Results

With insights gathered through research and testing, .orgSource delivered a redesigned website that: 

  • Meets Member Needs: The new design reflects input from surveys, interviews, and usability tests, ensuring it aligns with members’ preferences and priorities. 
  • Supports SAEM’s Mission: The improved site layout and content organization advance SAEM’s goal of providing resources, education, and professional development for academic emergency medicine. 
  • Enhances User Experience: Simplified navigation, a more intuitive layout, and clearly categorized content make the site more accessible and user-friendly. 

Key Takeaways

  1. Member-Centric Design: Engaging members in every stage of the process ensures the final product serves their needs effectively.
  2. Data-Driven Insights: Tools like Google Analytics and usability testing provide critical information for making informed design decisions. 
  3. Iterative Approach: Prototypes and testing allow for refinements before the final launch, ensuring the best possible outcome. 

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Contact .orgSource today to learn how a comprehensive digital transformation for associations can unlock growth, build resilience, and achieve excellence.