The American Academy of Pediatrics is an association for pediatricians, based in Itasca, Illinois. The way they showed the content on their sites was not appealing to the physicians. Hereby, Magnani enhanced their sites for a better member journey.
While physicians valued AAP content, they increasingly questioned the value of membership itself. Further, members reported it was easier to find AAP guidelines and journal content through third-party providers than through AAP sites.
In a connected world, improved access isn’t added-value, it’s table stakes. Time-starved physicians wanted content that was not only accessible, but manageable and sharable.
Magnani created a member portal prototype that consolidated search and access to more than 130 AAP journals and publications web properties as well as PubMed, JAMA and the CDC databases. Plus, the portal proactively curated and presented personalized content from the ongoing stream of journals, publications guidelines, daily.
Magnani is an experience design and strategy firm. Crafting digital experiences and brands people love at the intersection of human-centered design and business strategy.