Skip to content

Website Redesign Research

VIDEO TRANSCRIPT | Recorded: 2018-04-06 | Verify against current system state

Abstract

Mighty Citizen presents research findings and recommendations for AANP website redesign. Covers discovery interviews with staff, focus groups with students (8 participants), long-term members (7), and new members (5). Key findings: current site not persuasive for membership, benefits unclear, visually dated, too text-heavy. Recommendations focus on education/practice/advocacy pillars, real photos over stock images, member testimonials, shareable content, and clearer member benefits. Significant discussion about my.aanp.org vs www.aanp.org content strategy and persistent AANP/AANPCB certification confusion.

Key Procedures

  • Review discovery interview findings from staff and leadership
  • Analyze focus group feedback from three member segments
  • Identify current site weaknesses for redesign priority
  • Plan content organization around education, practice, advocacy
  • Determine member-only content placement strategy
  • Establish baseline metrics for post-launch comparison
  • Address AANP vs AANPCB confusion through messaging
  • Plan for more visual, interactive, shareable content

Notable Statements

  • 0:01:39 "Our students are becoming younger... entering in at age 22 to 23."
  • 0:03:07 "We've got over 65% of our web traffic is under the age of 44."
  • 0:04:08 "It's not persuasive to become a member. It doesn't clearly show the benefits of joining."
  • 0:04:13 "Visually dated and bland and so much text."
  • 0:06:13 "They were really pushing toward having fewer things immediately visible on the website."
  • 0:11:45 "We have people calling us how I get to my benefits. It depends on what benefit they want."
  • 0:19:45 "AANP has a better reputation for certification than AANP."
  • 0:23:36 "People weren't expecting much from it... There's no associated words."

Systems & Configurations

Systems Mentioned

  • www.aanp.org (main marketing site)
  • my.aanp.org (member portal, transactional)
  • Google Analytics (traffic demographics)
  • Content Management System (TBD)
  • InReach (CE Center)
  • Conference registration system

Specific Configurations

Item Value/Setting Timestamp Notes
Web Traffic Under 44 65% 0:03:17 Google Analytics data
Student Membership 24-25% 0:03:37 One third of membership
Focus Group Sizes 8, 7, 5 0:18:50 Students, LT, New members
Primary Benefit CE Center 0:19:17 Per focus groups
Second Benefit Advocacy 0:19:17 Per focus groups

Credentials/Access Mentioned

  • Google Analytics access for demographics
  • Content management system selection pending
  • my.aanp.org administration

Errors & Troubleshooting

  • Issue: AANP/AANPCB confusion
  • Cause: Similar names, similar website designs
  • Resolution: Use AANPCB acronym, email signatures with explanation, differentiated visual design

  • Timestamp: 0:19:45

  • Issue: Member benefits hard to find

  • Cause: Benefits scattered across www and my.aanp
  • Resolution: Centralize benefits presentation, possibly in my.aanp

  • Timestamp: 0:11:45

  • Issue: Homepage updates not visible

  • Cause: Updates buried below fold
  • Resolution: More obvious, image-driven updates

  • Timestamp: 0:14:48

  • Issue: Current site not mobile responsive

  • Cause: Original design predates mobile-first
  • Resolution: Responsive redesign in scope
  • Timestamp: 0:02:10

Transcript Gaps & Quality Notes

  • Mighty Citizen presenting research recommendations
  • Focus group methodology: students, long-term members, new members
  • Strong theme: students are important future audience
  • Discussion of my.AANP scope (out of scope but needs consideration)
  • Email as primary driver to website (not organic search)
  • Brand association problem: no strong words associated with AANP
  • Conference attendees (5,000 of 85,000 members) are engaged but minority
  • Recommendation to focus on "what's in it for them" for students