AIL, since 1969, has been funding scientific research to treat leukemia, lymphoma, and myeloma: it follows patients throughout the treatment pathway to guarantee uniform and high therapeutic standards and improve quality of life, with constant psychological support to the patient.
Each year the association promotes important national media campaigns that ensure constant visibility of the association: Easter Eggs (in 4500 Italian squares), AIL Christmas Stars (in 4500 Italian squares), 5×1000, National Day for the Fight against Leukemia, Lymphoma and Myeloma (June 21st) and Testamentary Bequests.
From squares to new digital spaces.
AIL’s goal was to reshape its digital touchpoint completely: they were starting from a problematic platform for patients, caregivers, and those who wanted to support the cause through a donation.
Managing the website was also tricky for AIL staff to update, as well as needing a graphic refresh to keep up with the times and the association’s brand identity.
The user at the center.
Through interviews with actual users of the AIL platforms and analysis of the survey results, shared with the association’s target panel, Caffeina could put users at the center of the project, directly understanding their behaviors, needs, and points of view.
The insights gained helped outline and circumscribe project objectives, directing subsequent project phases.
Designing the architecture.
Through a co-design workshop, AIL and Caffeina worked four-handedly to design the information architecture together, analyzing priorities and hierarchies that could guide and reposition content within the new website and the logic and relationships between them.
During the workshop, the content structure was designed by keeping at the center product personas, which represented specific target audience segments through fictitious profiles, thus allowing participants to identify with the end user.
The design system: forms and templates.
To facilitate the pages’ construction and ensure as much flexibility as possible, the website was designed as a modular set of modules, configurable according to the experiences and goals to be achieved on each.
This strategy allowed the modules to be reused even toward AIL’s satellite mini-websites, such as cinquepermille.ail.it and lasciti.ail, giving stylistic continuity for minimal implementation effort.
New technology for a flexible CMS.
The client’s request was to be able to edit content within the site independently and to update it as needed.
Caffeina’s technology choice was based on the Headless Strapi CMS, which can provide flexibility and ease of use by the editor, as well as the ability to speed up the creation of components and deployment by developers through Open Source code and the standard RESTful API or GraphQL to call the content.
Evolving the SEO on site.
Among the data analyzed during the requirements gathering, a low share of website views through organic search emerged.
Caffeina provided the client with a tech infrastructure to manage the SEO component for all pages.
In addition, an SEO Specialist analyzed the structure of the pages and products, sharing with the client documentation about the practices to be followed to make the client autonomous in future management.