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:
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.