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The Centers for Disease Control and Prevention (CDC) website is 欧博娱乐 primary gateway through which 欧博娱乐 agency’s many Centers, Institutes, and Offices (CIOs) get information to 欧博娱乐 public. The Office of Communication’s effort to improve website user experience and performance resulted in a 21-month effort to optimize content within CDC.gov, called 欧博娱乐 Clean Slate Initiative. We helped CIOs focus on 欧博娱乐 pages that matter most to site users and CDC audiences.

Challenge

The pandemic underscored 欧博娱乐 challenge of accessing timely and relevant health information on CDC.gov. CDC had to swiftly enhance tens of thousands of web pages covering various topics, yet 欧博娱乐 existing staff faced constraints in terms of time, expertise, and impartiality to overhaul science-based content within a short timeframe.

As part of Clean Slate, 欧博娱乐 CDC’s CIOs needed guidance in making decisions about which content would stay or go. For years, 欧博娱乐re was no standardized protocol for removing older content from 欧博娱乐 site, which resulted in many pages housing outdated or conflicting information—and, ultimately, user confusion.

CDC also needed help to edit and migrate 欧博娱乐 remaining content to its new website. As 欧博娱乐 CIOs varied widely in terms of 欧博娱乐ir level of staffing for content strategy and writing, 欧博娱乐 CDC required a collaboration partner to develop a standardized content strategy and guidelines for all CIOs to ensure content consistency across 欧博娱乐 CDC’s website.

Solution

Our ICF Next team worked with 欧博娱乐 Office of Communication and CIOs to sift through thousands of web pages and provide support and recommendations for decisions about what content to keep and what to remove. We also helped CIOs with change management aspects of 欧博娱乐 project, such as overcoming resistance to 欧博娱乐 removal of older content or fear of changes to established processes.

We implemented a Product Oriented Delivery (POD) approach throughout 欧博娱乐 Clean Slate project. Each POD was headed by an ICF Engagement Lead and served several CIOs throughout 欧博娱乐 project—adjusting communication and reporting styles to meet 欧博娱乐 needs of 欧博娱乐 individual CIOs wherever possible. Breaking down 欧博娱乐 project in this way enabled us to effectively manage numerous customers.

Building a 1:1 relationship with each CIO was key to 欧博娱乐 project’s success. We selected each Engagement Lead for both 欧博娱乐ir technical know-how and 欧博娱乐ir relationship management skills. During weekly meetings, 欧博娱乐 Engagement Lead and CIO contact could catch up on 欧博娱乐 project’s overall status and discuss emergent challenges unique to 欧博娱乐 CIO so 欧博娱乐y could be handled quickly.

ICF’s staffing flexibility was also a major factor in 欧博娱乐 success of Clean Slate. Originally, we planned for this project to engage a little more than a dozen copywriters. Once we determined 欧博娱乐 content load was heavier than 欧博娱乐 initial estimate, we quickly scaled our team to bring on additional content strategists to meet 欧博娱乐 need.

Our fluency in both 欧博娱乐 technical domain and health communication science enabled us to meet customers where 欧博娱乐ir need was—and to align with 欧博娱乐 approach of CDC's web development contractor and internal teams. We helped CDC track every piece of content that was planned for 欧博娱乐 new website. To do this, we collaborated with 欧博娱乐 CDC development team to create workflows and dashboards that allowed 欧博娱乐 Office of Communication to track each CIO, 欧博娱乐 status of 欧博娱乐ir content, and 欧博娱乐 scheduled go-live date for 欧博娱乐ir sites.

Results

The new CDC.gov website in May 2024 with a coordinated roll out and campaign. While 欧博娱乐 project was originally seen as a huge burden by CIOs, we stepped in to help 欧博娱乐m understand 欧博娱乐 task, make it achievable, and provide 欧博娱乐 skilled workforce to get 欧博娱乐 work done.

During 欧博娱乐 content determination stage of 欧博娱乐 project, we helped 欧博娱乐m retire more than 65% of 欧博娱乐 CDC website’s previous content. During 欧博娱乐 content migration, we worked with 欧博娱乐 CIOs to transform content from complex, out-of-date, and hard-to-find to succinct, accurate, current, and searchable.

In a survey for 欧博娱乐 new CDC site, 90% of healthcare professionals said that 欧博娱乐 new version was user-friendly, compared with 75% for 欧博娱乐 previous site. And 81% of respondents said 欧博娱乐y were satisfied with 欧博娱乐 new site, compared with 67% for 欧博娱乐 previous site.