Solution: Design/Identity, Content Management
Vertical: Association, Non-Profit

The American Association of Orthodontists (AAO) had selected Fig Leaf Software to create a memorable and eye-catching Web site that would become a user-friendly go-to informational resource for their diverse user community and target audience of parents, grandparents, media, students, teachers and healthcare professionals. AAO’s goal for the Web site was to become the leading resource for information on orthodontia and a source for orthodontist referrals. AAO chose Fig Leaf based on their satisfaction with their past work on creating the AAO member Web site and the AAO Insurance Web site.

Fig Leaf Software’s team of expert designers and creative resources worked collaboratively with the AAO 14-member board of directors. Fig Leaf helped to guide the board by walking the AAO through the different types of navigations and the associated benefits of each different format. Fig Leaf consulted with the AAO on the Web Site branding, layout, custom navigation, content organization, images, layouts, and categories. By understanding AAO’s goals, Fig Leaf was able to provide innovative Web site design that incorporated AAO’s unique branding. Fig Leaf created Flash-based movies of before and after treatment photos of patients that add a dynamic visual element. Following the redesign, Fig Leaf implemented CommonSpot, an easy-to-use content management system. Fig Leaf integrated an orthodontic locator with the AAO’s membership management system, iMIS.

AAO’s newly designed site is now more inviting, brighter, memorable and user-friendly. The new public Web site is more appealing to the AAO’s diverse target audience and wider community. In addition, it is easier for the AAO non-technical staff to maintain the site by using the content management system for regular site updates. The custom navigation and layout enables users to locate the information that they need quickly and easily. The before and after treatment photos are a useful visual-aide to assist those who are considering orthodontia. The orthodontic locator works seamlessly their membership management systems and is a key benefit to help the organization’s members gain new business via Web site referrals. The AAO Web site is now a de-facto standard resource for information on orthodontia and for orthodontist referrals.