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The Challenge

AEM's old website was, in a word, clunky.

Aside from an outdated and unspectacular design, AEM’s site had some serious UX, information architecture, and content-management challenges. The navigation was unintuitive, the overwhelming volume of content was inconsistently organized, and the CMS’s interface was slow to publish but quick to aggravate site managers.

The new Kentico site also required a third-party content marketing platform that needed to be seamlessly integrated, both technically and aesthetically.


I used to have to manually update all content on our old site, which was tedious and inefficient. Kentico is so intuitive that I had barely any training to do before people were comfortable editing content themselves.
Jennifer Knutson, Web Manager
Association of Equipment Manufacturers
Construction vehicle
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The Solution

With a renewed content strategy and a fresh take on user experience and design, we architected a new digital platform built on the Kentico CMS platform.

In-depth user testing revealed most visitors were only aware of a subset of AEM’s services, which meant that encouraging discovery and exploration was crucial. We kept the visual design austere yet aesthetically pleasing with thoughtful, unobtrusive design elements so users could navigate AEM’s huge volume of articles, blogs, and data without distraction. The new site is mobile friendly, so users can access AEM’s wealth of content from any screen size, browser, or device.

AEM homepage thumb
AEM homepage
AEM design thumb
AEM design
AEM design thumb
AEM design
AEM responsive thumb
AEM responsive
AEM responsive thumb
AEM responsive
AEM responsive thumb
AEM responsive
AEM responsive thumb
AEM responsive
AEM responsive thumb
AEM responsive

The Outcome

As a result of our thoughtful strategies for writing, organizing, and displaying content, AEM has also seen a number of impressive quantitative improvements.

298%

increase in membership
information requests

3%

increase in
page views

8%

increase in average
session length

417%

increase in
newsletter signups