American Quarter Horse Association

Non-Profit Member Portal

New digital experiences for new and current members, and sponsors


The American Quarter Horse Association (AQHA) is a Texas-based nonprofit organization dedicated to the preservation, care, and registration of American Quarter Horses. It is an organization with more than 200,000 members, constant events, and competitions that involve an expanded community throughout the United States. AQHA wanted to create a modern digital experience to attract new members and sponsors by redesigning its portal. 


The Base22 team defined a strategy and a project plan to create a new digital experience for current members, potential members, and sponsors, leveraging the functionality of AQHA’s Digital Experience Platform, Liferay DXP. The new portal was designed with a focus on mobile devices, accompanied by a mobile app for iOS to share regulation updates. The end result was a brand-new intuitive experience, with streamlining content authoring workflows, media center, and applications that leveraged the power of Linked Data. 


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