New Signature is happy to announce the redesign of the AAAS MemberCentral home page!
A resource for members of the American Association for the Advancement of Science, MemberCentral disseminates information through an extensive array of blogs, videos, podcasts, and webinars. It’s a vibrant, active community and an excellent resource for keeping abreast of new scientific discoveries and developments.
The redesign needed to communicate that passion and energy, be welcoming for both regular and casual browsers, and to draw each visitor deeper into the site.
Look and Feel
AAAS wanted a more modern and attention-grabbing look and feel for their website. A cleaner, more angular design was adopted for this project.
New and Current Members
The redesign needed to fit the browsing needs of current visitors and help bring in new ones. Information is now readily accessible to AAAS members, and enough content is available to non-members that they can get a feel for what the organization offers. In the slideshow, for example, non-members will only encounter the paywall if the slide has a “Member Exclusive” tag.
While the former design only highlighted a handful of updates, the redesign showcases a wide variety of channels – from blog posts to video webinars to tracking the latest research in the Cutting Edge section. New content is constantly available from MemberCentral, and now the home page reflects that.
Since the implementation of the website, visitors have, on average, browsed more pages and stayed on them longer than they did with the old layout. By retaining useful elements from the old layout, and reinventing the rest, New Signature freshened the look of AAAS MemberCentral and improved its utility.
The redesigned AAAS MemberCentral website can be viewed at: http://membercentral.aaas.org/.