Confidential Client


I worked with a branding agency on a project that involved redesigning an Ivy League university medical website to reflect a new brand strategy. The new site needed to incorporate a full redesign plus the incorporation of eight partner sites, each with different users.


I managed an in-house UX designer as we worked through understanding six distinct groups of users and implementing a new information architecture. We used existing brand strategy research and layered on our own findings from use interviews to create an encompassing experience strategy for the new website. Once understanding the complexities of internal university politics, brand values, and user needs, we crafted a new information architecture that housed about 8,000 unique URLs. 

In addition to new IA, we created user personas, experience maps, flow diagrams, and strategy documentation that was presented to clients. 


Internal design teams are now implementing new page templates based on our information architecture.