An innovative de-centralised website navigation solution

An innovative de-centralised website navigation solution to put Australian dental FAQs, trends, research, resources, providers and products within easy reach of a diverse domestic and global audience.

Delivers relevant and current information to a broad demographic of users and site visitors, plus reinforces a strong brand communication for this peak industry body.

The client:

More than 90% of Australian dentists are members of Australian Dental Association (ADA), an organisation which aims to encourage public health and promote the art and science of dentistry. The ADA publishes the Australian Dental Journal and is a key resource (both in Australia and internationally) for the general public, students, researchers and dental professionals. The Journal is distributed quarterly to more than 10,000 dentists in Australia as well as numerous domestic and international subscribers.

The idea:

The ADA required a website with the functionality to manage extensive information, publication, promotional and membership resources whilst remaining accessible and appealing to an audience with a very wide demographic.

The trigger:
The existing ADA website had been developed 5 years previously and, as is common for “first-generation” website developments, was looking tired and presented information in a traditional, hierarchical navigation format that limited accessibility.

While there was a huge library of information built up in the ADA website, there was a clear problem in meeting the various expectations of a diverse audience. The difficulty was addressing these needs in a consistent approach that could be applied to all information being published into the site in the future.

The journey:
The development took place over a 12-month period during which DDG collaborated with the ADA, conducting workshops and discussions with key staff and users to thoroughly understand the audience and the technical requirements. DDG initially worked to identify the groups that would be visiting the site, and their various expectations. The audience took in ADA members, dental professionals, the public, industry suppliers, media interests, students, researchers and more so DDG threw a wide net.

The volume and nature of ADA publications meant a functional, accessible document archive was a key element. Uncomplicated pathways to targets such as “Find a Dentist” and “what is decay?” needed to sit with the more academic and technical information. The challenge was to design a site where each visitor sub-group can expect to reach their target information with minimal mouse clicks.

Traditional menu-driven site navigation would limit exposure of the many layers of site data and make it difficult for visitors to manoeuvre around. The DDG technical team conceived and perfected an information / technical architecture that responded to the needs of all parties concerned.

The solution:
Built on the impressive Web Command2 platform, the new DDG-developed ADA website features an innovative de-centralised navigation structure that uses images, logos, “hot” buttons and feature news articles to readily pull site visitors through to their target resources. Traditional static menu bars have been replaced with a series of visual cues. Despite the high number of potential pathways, the DDG team have met the challenge of delivering the numerous cues in an uncluttered, friendly format. Site information is not only get-at-able, it is crisp, professional and welcoming.

The specific Web Command2 modules creating this solution include:

Page and Site Manager

Maintains the main ADA federal website and state branch sub-sites out of the one Content Management System (CMS) enabling information sharing between the sites.
Provides version control keeps a history of all changes to ensure website updates are made safely.
The user-focussed CMS ensures high take-up rates with minimal user training, improving website acceptance and penetration.
Multi-media Library

Multi-media Library

Uploads and manages the extensive site-wide library of documents, images, video and podcast multimedia resources.

Document Library

Publishes dynamic content through the site and ensures a consistent approach to publishing and information location. More than 3,000 pages are organised and archived in the document manager module.

Auto-indexes each content item and works with Web Command security system to ensure only search results and content access is provided to the properly authorised users.

ELetter manager

Authors and sends HTML eLetters to various groups within the subscriber base.

Security manager

Manages the site’s extensive and complex security requirements, enabling layered security to suit access requirements of various user groups and separate state sites. For example, a Members Only area is gatewayed via a log-in screen and gives access to classifieds, an on-line dental supplier showcase and Positions Vacant, amongst many other features.
Protects the authoring process, allowing lock-down of each module’s access and functionality to provide fine grained control. WebCommand2 ensures multiple authors can only update and publish content they are responsible for.

The benefits:
For the ADA:

Reinforcement and communication of brand identity - improved professional and public on-line image as befits an industry representative body and the “face of dentistry” in Australia
Increased community / stakeholder engagement - functionality to meet goals in providing relevant and current information resources, subscription/membership services, a lobbying forum and connection to the Australian and international communities
Significant cost and time savings in publishing and archiving voluminous documents on-line, within a convenient, accessible and searchable bank
Flexibility - added functionality for easy multi-user content management
The ability to combine State branches and the overall parent body in one navigation system

For Visitors / Members:

Improved accessibility – easy access to targeted information via de-centralised navigation and extensive search facility
Choice - delivers more alternatives for reviewing available resources, identifying targets and linking to related information
Improved experience – friendlier, people-focussed and dynamic design that makes visitors feel welcome and more likely to return

The results so far:
The new ADA website has attracted a positive response from user groups across the board. The updated style has been well-accepted along with the increased functionality and ease of navigation.

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