Easterseals – Smoking Cessation Microsite

Project Description

Easterseals teamed up with the CVS Health Foundation and the American Lung Association to offer resources for those on the journey to better health and smoking cessation. Charity Dynamics focused on refreshing and enhancing the existing site by implementing best practices to increase conversions and drive engagement.

Project Details

Client Easterseals
Skills UX Design
View easterseals.com/cvs-smoking

Challenge

  • Convert users to complete the form and register for an ALA Freedom from Smoking program (keeping the previous data bridge and eliminating a double form completion)
  • Encourage & engage visitors on their journey to stop smoking, as well as educate about the dangers of tobacco use in general
  • Capture health assessment responses in BBLO database and constituent groups
  • Improve overall user experience while creating easily maintainable content structure
  • Preserve brand consistency to new Easterseals look and feel
  • Feature partnership with CVS Health Foundation & American Lung Association

Approach

  • Create a responsive microsite to feature an extensive collection of resources and wellness information
  • Leverage Luminate CMS thereby allowing updatable fields rather than HTML editing with a WYSIWYG
  • Provide well-documented processes and workflows
  • Feature active toggle for reusable footer components for future customizable content
  • Engage in agile workflows with user-experience design to ensure best practices are met
  • Leverage historical Easterseals project team knowledge to maximize client satisfaction
  • Update meta keywords & descriptions to increase Google results
  • Implement Google Analytics to track conversions

Outcome

  • Realized a successful launch under significant timeline restraints in tandem with national site rebrand
  • Utilized both agile and waterfall workflow approaches
  • Crafted a flexible, easily-updatable and beautifully responsive microsite to serve those on the journey of smoking cessation
  • Enabled Easterseals to engage in future targeting through interest groups and marketing with data capture and analytics

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