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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.

Pearl design system

Pearl is ADA’s enterprise-wide design language—ensuring consistency across web, mobile, and emerging products. It powers ADA’s branded verticals and streamlines how teams deliver modern, high-quality digital work.

1
unified design system supporting all digital products
1
unified design system supporting all digital products
12+
platforms and branded verticals powered by Pearl
12+
platforms and branded verticals powered by Pearl
160+
years of brand equity infused into every component
160+
years of brand equity infused into every component

AI-powered platform for member insight

We built an AI platform that turns behavior, content, and engagement data into actionable insight—enabling personalized experiences across ADA's ecosystem.

181,000
members served through AI-enhanced experiences
181,000
members served through AI-enhanced experiences
24/7
behavioral intelligence to adapt content delivery
24/7
behavioral intelligence to adapt content delivery
1
connected platform bridging insight across all channels
1
connected platform bridging insight across all channels

Enterprise search and discovery

Unified search across ADA’s web, archives, databases, and on-prem systems—powered by Coveo and Sitecore. Content is dynamically surfaced, monetized, and scaled across branded verticals.

12
knowledge bases indexed in a single platform
12
knowledge bases indexed in a single platform
40%+
faster content discovery through smart surfacing
40%+
faster content discovery through smart surfacing
On-demand
landing pages built with Coveo & headless content
On-demand
landing pages built with Coveo & headless content

Mobile member experience

We designed ADA’s mobile app to empower members with on-the-go services, secure account access, and real-time tools—bringing membership benefits to users’ fingertips.

2
native apps designed for iOS & Android
2
native apps designed for iOS & Android
100%
ADA account access, services, and cards on mobile
100%
ADA account access, services, and cards on mobile
181,000
members served through mobile-first experiences
181,000
members served through mobile-first experiences

Testimonials

“

Not only did Fishtank execute the development of our website architecture and designs, they consistently added value with innovative ideas to enhance the site’s usability, user experience and functionality.

We appreciated the team’s intelligent and strategic guidance throughout this project.

John O’Shaughnessy

Manager, Enterprise Brand & Digital Communications

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