Kevin and the CAA staff had a very clear image of what the CAA website should look like and how it should feel. They had spent a long time working to build a reputation as the country's most reliable cocaine addicts help group and were crystal clear about how they wanted that reputation to be transferred to the internet.
Good looks were substituted with raw functionality and deliverability of the message.
The interface was massively simplified and the various CTA's (calls to action) were streamlined.
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