American Kennel Club
Challenge
An information architecture overhaul, a modern art direction, and the creation of a new marketplace for finding dog-related services were the key components for this website redesign project.
Solution
As it is in dog sports it’s important to start with the basics and build your understanding of what lies ahead. When ETR began working with AKC our first objective was to work with every stakeholder to gain a clear understanding of their mission, users, pain points and goals. ETR conducted over 17 rounds of interviews including board members, leadership, and ten departments within AKC and their team members. The key areas where ETR would focus for over the next year of work included creative strategy, branding to be used in an entirely new site design, new sitemap and content organization, a new scalable Marketplace for users to manage on their own, and a complete overhaul of their backend and technology integrations.
Results
We successfully launched AKC.org in 2018. Not only did we push an established brand forward visually and technologically, we also greatly improved the experience for AKC’s primary user types and successfully reorganized the content sitewide into a more intuitive structure. The new AKC Marketplace product was launched simultaneously and offered the American Kennel Club a platform for building out a new side of their business. We’re thrilled that our partnership resulted in AKC launching a modern, flexible site that they can grow with into their next century.
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