Case Studies

Association of Corporate Counsel

Easy-to-use resource library with powerful search features.

Web interface of a resource library with a search bar, login and members-only options, and images of a person using a laptop and multiple overlapping documents.

The Initial Problem

The Association of Corporate Counsel [ACC] is a global bar association that promotes in-house counsel’s common professional and business interests through information, education, networking opportunities, and advocacy.

As an essential source of resources for lawyers, they came to us facing significant challenges with their online resource library in terms of search functionality, navigation, taxonomy, and overall user experience. These issues resulted in users struggling to find resources, sponsors not receiving the visibility they were expecting, and ACC lacking insights into resource engagement.

Our goal was to optimize the resource library within their existing system to address those gaps.

Tuning the Engine

We worked closely with the ACC team to configure Solr so that users get the results they’re looking for across a wide range of terms and phrases. The system doesn’t just search for exact phrases; it understands user intent. This means the system provides a balanced mix of relevant results alongside many results–which is especially helpful for complex queries.

Once the core search was optimized, we focused on smaller, yet important, aspects of the experience. We implemented an autocomplete feature and spell check, and introduced synonyms so users could still find relevant materials with variable search terms. We also refined the search algorithm to prioritize results differently based on age of content, material type, and field type, boosting certain fields, like keyword fields, that ACC deemed most important. Finally, we improved search performance by using pre-loaded results for suggestions, cleaning up the search index by removing things that were never searched, and cleaning up fields.

Collage of UI elements, includes buttons, cards, CTA boxes and filters, all in brand colors red, blue, and navy.

Search UX/UI Updates

In parallel with enhancing search functionality, we restructured the navigation system for a more intuitive user experience. We replaced the mega navigation with a streamlined approach, featuring quick links to featured content, curated resource collections, and trending topics. We also cleaned up the filter sidebar, redesigned the resource detail page, and made subtle changes to color and typography to create consistency and patterns for clearer visual indicators.

This image presents a series of design recommendations for improving the Association of Corporate Counsel (AOCC) website. It is divided into three sections: Typography, Color, and Visual Indicators. Typography: Concept: Use variations of the Roboto typefaces for typographic hierarchy: Regular, Condensed, and Serif. Rationale: Using only one typeface or weight doesn't differentiate content, making everything look too similar. Multiple weights, typefaces, and color variations help users easily scan and chunk content. Visual Example: Comparison of limited typographic hierarchy using only Roboto Regular versus a more robust hierarchy using multiple weights and typefaces within the Roboto family. Color: Recommendation: Limit the use of red as the main color, but use it for the most prominent or important actions. Rationale: Accessibility concerns due to the common type of color blindness (red-green). Excessive red creates competition between elements, making hierarchy less obvious and causing users to miss important actions. Visual Example: Demonstration of using red selectively to make important elements stand out while maintaining a balanced and accessible design. Visual Indicators: Recommendation: Provide clear and descriptive text that informs users about what they are signing up for and what to expect. Rationale: Encourages conversion by setting clear expectations and reducing ambiguity. Visual Example: Comparison of existing and updated login/sign-up experiences. The updated version includes more detailed information, such as trial duration and membership benefits, enhancing user understanding and conversion rates. The overall goal of these recommendations is to improve user experience by creating a more accessible, visually appealing, and informative website.

Results and Early Wins

Since the September 2023 launch of the new Resource Library, more users have been able to find the resources they need. Page views, session duration, and conversions have all increased while the bounce rate has decreased, indicating fewer users are leaving the site after single page visits.

  • +67% engagement rate
  • +35% total active users
  • +535% Increased Downloads
  • +45% Increased Pageviews
  • +124% Increased Total Keyword Searches

Explore More

Carbon 12 Preview

Carbon 12

A digital case study encouraging the use of cross-laminated timber.

UI collage of images from the Cascade Bicycle Club site. Includes photographs of PNW landscapes, mountain tops and photos of folks on bicycles.

Cascade Bicycle Club

A fresh redesign and modernized custom event registration, membership, and fundraising platform.