The American Kennel Club was founded in 1884 with the objective of advancing the study, breeding, exhibiting, running and maintenance of purebred dogs. In their nearly 135 year history the AKC has amassed an impressive amount of content, products and services. Their website must maintain the powerful job of managing 193 different dog breeds, over 40 categories of expert advice, more than 22,000 events from all over the U.S., multiple training and health services, an online store with hundreds of products, a marketplace where customers can search, find and interact with breeders, groomers and a growing number of services as well as their flagship service of registering and maintaining the history of thousands of dogs. All in all the AKC website is a workhorse managing thousands of pages of content.
At the time, the existing website for AKC was really struggling to keep up with their needs. The content was not well organized, leaving important information buried and difficult to find. The backend was not set up to easily update or change content, which limits the efficiency of their rapidly growing editorial needs. There were load time issues and inconsistencies with the branding and navigation.