American Cancer Society

Cloud-based solution empowers non-profit to fulfill its mission.

User-centric design, cloud-based solution empowers organization to fulfill its mission on the iconic

At a Glance

The American Cancer Society has a passionate mission to fight cancer in every form and knows that an optimized digital experience is important for their users. We discovered their site wasn't optimized for touch screens, the site structure made navigation difficult, and page structures weren't ideal for those using screen readers or other assistance. Our teams worked to establish personas to outline potential user journeys and create a solid messaging strategy and content guidebook. Using Adobe Experience Manger, we created a design that was in alignment with ACS's branding using components for consistency.

The Challenge

Reimagining the experience to empower people and strengthen fundraising.

The American Cancer Society is dedicated to the vision of a world without cancer and to improving the lives of the people affected by it.

But users had trouble with the organization’s outdated flagship site, making a difficult situation even harder for the people ACS is trying to help.

Specific issues included:

  • wasn’t optimized for touch screens.

  • People couldn’t easily find what they were looking for in the site’s structure.

  • Page structures were confusing for people who use screen readers and other assistive technologies.

The Solution

Enabling relationship-building digital interactions.

We began by guiding ACS through a transition to AEM as a Cloud Service. With our team assuming the bulk of the seamless content-migration process, we put control in the hands of the ACS team. Using customized content authoring experiences, they can quickly and easily deliver relationship-building digital interactions.

To ensure audiences can easily access content, we established personas with content mapping that aligned to the various stages of the user journeys. We also created a messaging architecture and content guidebook.

We then designed a responsive site based on new branding. We provided clear paths to content, informed by user journeys, and created a design system that aligned with AEM’s core components to provide consistency and ensure accessibility across devices.

Tools Implemented
  • AEM as a Cloud Service

The Results

Content mapping and migration for clear user experience and branding consistency.

As a result of our partnership, ACS experienced the following:

  • Best-in-class, responsive site: Redesigned with new branding, the site features improved site-wide search and increased accessibility.

  • Logical site structure: Streamlined user flows bring the organization’s resources and services into focus through clear pathways.

  • Optimized content authoring: A scalable, agile platform and simplified workflows increased content management speed and efficiency.

Jay Jump

Our engagement with Credera — across multiple projects in the digital space — has been exceptional. They are a highly skilled team of professionals who show genuine care for our mission while providing crucial expertise. I am looking forward to a continued relationship with them.


Jay JumpSenior Vice President, Digital Products

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