Case Study AGA Website Redesign
CLIENT
American Gaming Association
OUR CHALLENGE
Redesign the American Gaming Association’s (AGA) website as a vehicle to reposition the AGA as the voice of the industry. Too often trade associations speak with an “Association voice” rather than an “Industry voice.” An association’s website can be its first encounter with an audience, so positioning can’t be muddled or confused. We led AGA through our re-positioning process, which enabled them to clearly communicate the value the industry delivers, the purpose the industry serves, the need the industry fulfills, and the social value the industry provides. We then built AGA’s new website around this clearly articulated positioning.
STRATEGY & APPROACH
One of AGA’s main requests was to define a URL strategy to sunset multiple external, single-issue websites and bring relevant content under the banner of the new site. The result was a new Advocacy section with easy-to-find, relevant information for AGA’s most critical users.
AGA’s new website provided many positioning solutions for AGA. Principal among these was messaging the industry commitment to responsibility in gaming. We built a robust vertical for the new site based directly on the chosen positioning direction.
SCOPE OF WORK
Product: Corporate Website
Timeframe: 9 months
Delivery:
Website Audit & Planning Roadmap
UX & Information Architecture design
Refreshed Brand Expression and UI definition
Front-end Development and URL strategy
Launch and Maintenance
Tech/Tools Used:
Adobe Creative Cloud, Sketch, Wordpress
OUTCOMES
When launched, the website received rave reviews. Not only was the new site praised for improved ease of use, but that it had significantly improved the reputation of AGA in Washington D.C. and among its most critical stakeholders.
