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(Project details)

Scalable, modern, and built for ADA’s future on XM Cloud

Client overview

The American Dental Association (ADA) is the voice of over 181,000 dental professionals and has served the dentistry profession for more than 160 years. They’re a mission-driven leader in advocacy, research, and education—now undergoing a digital transformation to serve members in smarter, more scalable ways. 

The challenge

ADA’s legacy systems were holding back innovation. Disconnected platforms, manual processes, and siloed content made it difficult to serve members efficiently—or scale digital offerings across teams, channels, and verticals.

The shift

This wasn’t just a redesign—it was an enterprise transformation. ADA partnered with Fishtank to:

  • Build a centralized design system (Pearl) for brand consistency at scale
  • Implement AI-powered platforms for personalized experiences and unified insights
  • Launch Coveo enterprise search to connect content across 12+ knowledge bases
  • Optimize infrastructure with 40% cost savings on Azure
  • Design a member-first mobile app for 24/7 access to services and accounts

Tech stack used

  • Sitecore XM & Coveo
  • Azure (performance & cost optimization)
  • React / Storybook for design system execution
  • AI and machine learning for insight-driven personalization
  • Headless content delivery powering branded verticals
  • iOS and Android mobile design

(What we did)

More than a vendor—Fishtank became ADA’s strategic digital partner, modernizing every layer of their 165,000-member organization. From a unified design system and AI-powered member experiences to enterprise-wide transformation, we helped ADA evolve from fragmented legacy systems to a connected, scalable digital ecosystem.

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