We helped ADA transform into a digital hub delivering help, hope and support. The American Diabetes Association (ADA) is the leading provider of diabetes support and advocacy in the United States. The ADA’s mission is to prevent and cure diabetes and to improve the lives of all people affected by diabetes.

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Key Takeaways
  • Achieved a 20-35% increase across all major metrics.
  • Re-architected a content library containing over 19,000 assets.
Technology & Services
  • Convio CRM
  • Atlassian
  • Web Strategy
  • User Research and Analysis
  • Information Architecture
  • Visual Design
  • Usability Testing
  • Agile Process Tools and Support
  • CMS/WCM Development

Our Approach 

The previous diabetes.org was created as a solely health-information delivery site. However, for the next website, the ADA set out to develop a website that not only supported health-information delivery, but also three additional mission-critical goals: online fundraising, online engagement, and online advocacy—none of which were being addressed in the previous site. The ADA recognized that in order to be successful, the new site would need to quickly and efficiently meet the needs of what consumers visiting diabetes.org are looking for: help, hope, and support.

Defining Key Audiences 


Diabetes impacts people from all walks of life. Consequently, the ADA’s target audience is comprised of a wide range of interested stakeholders, such as Type 1, Type 2, family members, and physicians. To hone in on how to best serve such a diverse audience, Siteworx conducted multiple pre-launch usability studies based on target personas. Ultimately, Siteworx achieved an average score of A-minus for as many as 30 different tasks performed.


Re-aligning the Website to Business Goals 


By creating a new information architecture from the ground up and designing a tightly integrated set of engagement pathways Siteworx linked ADA’s fundraising and advocacy goals directly to website performance.

Since the soft launch, the site has achieved a 20-35% increase in donations, purchases, and total dollar contribution per unique user.

Creating a Unified Platform for Collaboration


Siteworx deployed the Atlassian tool suite to empower ADA with the ability to efficiently manage their website across multiple silos.

Since the soft launch, the site has achieved a 20-35% increase in donations, purchases, and total dollar contribution per unique user.

"The goal of diabetes.org is to engage site visitors to behave more toward donation and volunteering, encouraging a long-term relationship with the organization." Dr. David Nickelson Director of Internet Strategy and Operations, ADA

The Impact

Siteworx’ data-driven approach transformed the ADA website into an interactive, immersive digital hub for stakeholders in the diabetes community. By honing in on each of ADA’s distinct audiences and re-structuring the website to better encourage advocacy and donations, we have empowered the ADA to further its mission to prevent and cure diabetes in the United States.


Increase across all major metrics


Assests re-organized


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