The American Bar Association team was ready to refresh their .com. They needed a consistent design system across the organizations 50 individual law practice specialties in addition they wanted to appeal to the next gen lawyers.
Not only did the ABA need a new and modern brand redesign to remain relevant with young lawyers, they also needed an entirely modern platform that would support all the individual business needs of each specific law practice group. This project established a new CMS (AEM), a new single sign-on experience, a new ecommerce platform, new search integration, a bespoke meeting & event registration system.
To start, my main focus was to explore two distinct design directions that could appeal to young lawyers but also feel appropriate to their current user base. I explored typography, colors, imagery, and layouts across different break points.
Some of our improvements to the overall experience included highly integrated customer activity tracking, including Continuing Legal Education credits for courses taken. We also designed personalized content feeds based on professional specialty and website behavior.
We integrated modern analytics to give the ABA full visibility into all operational details, including front-end errors and commerce performance. A very wide-and-deep website now surfaces relevant content, improving bounce rate by 10%
Adam M Morris - Associate Design Director
Micah Lindenberger - Senior Product Design
Robert Gorrell - Creative Strategy Lead
Shaili Das - Senior User Experience
Layna Olmsted - User Experience
Michael Duke - Technology Director