AANA Website Design

The Arthroscopy Association of America is an organization driven by the mission to connect a community of surgeons with top-of-the-line education, and interactive experiences and resources. All of this is designed to advance the field of minimally invasive orthopaedic surgery and better serve patients all around the world.

A rebrand was undertaken with the goal to have the creative reflect the innovative strides AANA has made in the industry. This included a complete redesign of the website.

Services
UX/UI, Web Design, Branding

Creative Direction
Brian Moore

Development
Cre8

Research and Planning
Strategically, the overall focus was to provide a greater user experience for its current members in order to drive increased engagement and retention. Coinciding with this was the desire to grow AANA’s membership with a focus on a diverse demographic.

Several research tools were implemented to further inform UX decisions such as internal client audits and competitive analysis. Subsequently, the website was sitemapped, and a series of wireframes were built to work through the flow and functionality of the site. Throughout the process, communication was maintained with the development partner to review and prototype designs.

UI Solutions
Once the sitemap and wireframes were approved by the client, the website UI was built with the overall rebrand strategy in-mind. The design was meant to exude a clean and contemporary aesthetic that visually represented a look toward the future. Throughout the site, a series of organic shapes and forms were utilized to symbolic a sense of energy and evolution as a leader within the industry.

The website was designed with a flexible, modular focus in-mind. With a wide variety of content throughout the site – from surgeon directories, to events and e-commerce, to a full account dashboard – it was imperative to build universal components that the client administrators could arrange and populate with an ease of use. Simultaneously, consistency of brand elements such as color, typography, and form/button components was a key focus when designing for key personas.

Memorable Iconography
With arthroscopy segmented into specialized surgery, a series of icons was developed to highlight those body parts through the perspective of an arthroscopic scope (similar to the logo). These were among several key elements that built an engaging brand experience to drive AANA’s mission forward.