American Society of Clinical Oncology

Association / Healthcare UX Strategy
User Experience Strategy
Information Architecture
Tree Testing
Low-fidelity Prototyping


Founded in 1964, the American Society of Clinical Oncology ASCO is the world's leading professional organization for physicians and oncology professionals caring for people with cancer.

Through a PR agency partner, we worked with ASCO in 2o16 on a focused user experience and information architecture assignment. This work involved extensive planning in defining a new site structure, validated with physicians, researchers, and other stakeholders over multiple rounds. Another critical part of this engagement was developing a strategy for ASCO's many microsites - some of which were migrated to the primary ASCO site, others that remained separate.

Our role in this engagement included:

  1. Current website information architecture audit and analysis
  2. Developing a proposed IA, reviewing and finalizing with association stakeholders
  3. Developing usability study protocols, scripts, and reporting to client teams after each round.
  4. Completing information architecture for hand-off to design and development partners
  5. Creating high-level, low-fidelity wireframes to depict a home page experience relevant to ASCO's diverse audience groups

Diagram demonstrating tree testing progress

We conducted iterative tree testing to gather qualitative and quantitative feedback on the proposed site architecture by asking participants across various audience profiles to locate content relevant to them.

A total of 106 external stakeholders participated in the study, conducted over three rounds. Beginning with a benchmark success rate of 48% on the current site structure, we ultimately achieved nearly 90% task success after three iterations.


Information architecture
Optimal Workshop
Tree testing and reporting

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