We need a new site…yesterday

The website we inherited was a house of cards — broken design system, inconsistent hierarchies, clashing color theory. It wasn’t just dated; it was holding us back. 

I led the reconcepting, rewriting, and redesigning process in house…in 9 months. Through intense collaboration, cross-team buy-in, and a relentless focus on strategy, my overhauled everything. We modernized the brand, standardized the system, and rebuilt the foundation for a digital presence that finally matches who we are today. We completely realigned the content to match what patients actually needed.

One c-suite leader summed it up best: “I don’t have to make excuses for the website anymore.”

But the results speak for themselves:
+3.3% conversion improvement,
+6.3% CTR, and a
6.1% drop in bounce rate.

And this is just the start. With a stronger design system in place, we’ll keep building, refining, and scaling toward a best-in-class website.

Credit:
Creative direction/copy: TJ DiFrancesco
Art Direction: MK Luff