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Improving Membership with Modern Search

AMIA aims to lead the way in transforming health care through trusted science, education, and the practice of informatics. Every day millions of people benefit from informaticians' ability to accelerate healthcare’s transformation by collecting, analyzing and applying data directly to care decisions. AMIA’s focus on leveraging data to serve people well was also at the core of their website rebuild. They approached Unleashed seeking to build a personalized web experience for their members and to engage new prospective members with highly valuable educational content.

Project Goals

  • Leverage vast content library as an educational asset and recruiting tool.
  • Increase membership and overall engagement with content.
  • Add multi-lingual capabilities to the site.
  • Modernize legacy Drupal core version to reduce inherent risk.
  • Improve user experience with a mobile-first design.
  • Integrate the new website with critical operations tools.
  • Engage staff in content creation.
  • Establish a strategic ongoing update plan.


Using our proven Discovery, Strategy and UX/Design processes, our team produced the following deliverables to achieve AMIAs primary goals of personalization, membership engagement, and overall user experience.

Personalized Content and Easy Content Discovery via Search

People crave clarity and simplicity especially when searching for content on a website. When AMIA gave us the challenge of making the research on their site easily searchable, we focused on creating tags and taxonomies that would connect content with common searches. The result was a solution that served users content that most closely matched their requests. Not only were we able to use taxonomies, but we also added in robust search capabilities that use context clues and the copy within articles themselves to find meaningful results. And if that wasn’t enough, we also built a solution that used a member’s voluntary account information to preemptively offer them content that would be most meaningful to their daily work. 

Screenshot of the AMIA website

Other Key Project Deliverables Include:

  • Easy membership sign-up and clear calls to action.
  • Modern design that works seamlessly across all devices.
  • Improved security with the latest Drupal core CMS.
  • Integrated digital asset management and AMS systems.