Engaging a Wide Variety of Constituents, .orgSource
helps the American Dietetic Association Improve its Online
The American Dietetic Association (ADA) is the world's largest
organization of food and nutrition professionals, www.eatright.org.
The ADA was in need of an improved online presence in order to
demonstrate to members, the public, students and the media that it
is THE source for trustworthy, science-based food and nutrition
information. At the same time, the ADA needed to ensure a positive
online experience for all visitors to the website. To that end,
making content on the site easy to find was critical.
.orgSource was brought in to:
- Complete an overall assessment of member needs relative to
technology and digital communications
- Conduct a comprehensive review of the current website and
develop an overall website strategy for the next three years.
- Organize online content more efficiently.
- Assist in choosing a content management system and
implementation to improve the overall infrastructure.
- Manage the implementation.
.orgSource began by conducting market research of the ADA's
various audiences. Telephone interviews, online surveys and card
sorting exercises were developed and conducted to ascertain member
(and nonmember) usage of the current website and its content. Card
sorting is a user-centered design method for increasing a system's
"findability." The process involves sorting a series of cards, each
labeled with a piece of content or functionality, into groups that
make sense to users or participants. The end result was an
audience-driven architecture, improved search through the
establishment of a taxonomy and engagement of users through Web 2.0
functionality. Because of obtaining meaningful data through this
process, .orgSource was able to help the ADA make informed
decisions, one of which to implement a more robust public presence
and features for the public. The ADA site now has several
tabs on the home page for the distinctly different audiences it
serves: members, public, students, media and health
professionals. With the targeted home page the ADA now has, any
individual who visits www.eatright.org can easily and
quickly find the information he or she needs. The entire site is
now audience-driven, which is a major benefit for ADA
"The new website has provied a much enhanced offering to the
public and suports the ADA's branding initiatives", says Paul
Mifsud. "Sherry help tremendously in the overall planning and kept
us focused on the overall goals of the organization".
Secondly, the ADA had an enormous amount of content on its
previous Website. While much of it was useful, it was not organized
well which was frustrating to the ADA audiences. Too, the ADA
needed assistance reviewing content through a content inventory,
categorizing content and creating new content for various sections
of the site.
In order to create a positive Web navigation experience,
.orgSource worked with the ADA to create topic areas that were
easily searchable, such as "Hot Topics" and "Question of the Day."
Content was organized and displayed in a much more user-friendly
manner. Now that the content is labeled clearly and arranged with
the user in mind, visitors can locate information easily … which
means "content" (as in satisfied) constituents who will return to
the site repeatedly and most likely direct colleagues to the
Finally, .orgSource added robust collaboration tools to the site
for greater member engagement.