Enterprise Website Transformation
Rebuilding a Legacy Digital Ecosystem
Redesigning a legacy enterprise website isn’t about aesthetics — it’s about untangling systems, aligning teams, and rebuilding trust at scale.
I led the end-to-end design strategy for a full digital transformation of amfam.com, addressing performance issues, fragmented user journeys, inconsistent content, and growing technical debt.
Project Highlights:
- Led design strategy and execution across internal teams and external agency partners
- Defined project scope, success metrics, and roadmap in partnership with product and engineering
- Facilitated stakeholder alignment across leadership, marketing, research, content, and development
- Partnered closely with UX research to build an iterative validation framework
- Established new content workflows and governance guidelines to support long-term scalability
- Collaborated with engineering to evaluate our Sitecore ecosystem and plan future-ready integrations
Project Roles
Design strategy // Design leadership // Information architecture // User research // UX/UI direction // Cross-functional program leadership
The Problems
This transformation needed to solve both customer experience gaps and systemic operational issues.
Customer experience gaps:
- Mobile experience lagged behind user expectations
- Insurance jargon and content overload created friction
- Inconsistent UI patterns eroded trust and credibility
Operational and business constraints:
- Weak resonance with millennial and digital-first audiences
- Accumulated technical debt slowed performance and team velocity
- Accessibility standards (WCAG 2.0 AA) required modernization
- Fragmented content processes reduced efficiency and clarity
Strategy & Alignment
We began by leveraging insights from a prior navigation optimization initiative. Working with a lead designer and content strategist from our agency partner, I helped define and map the core page types supporting our digital marketing funnels.
For each template, we clarified:
- Page purpose and user intent
- Content structure and hierarchy
- Personalization considerations
- Primary traffic sources
This systems-level mapping allowed us to:
- Define scope and phased delivery
- Prioritize high-impact templates
- Establish measurable KPIs
- Align the right cross-functional stakeholders early
I facilitated the project kickoff and ongoing working sessions, ensuring clarity across multiple internal teams and external partners.
Design Approach
I structured the work using a dual-track model.
While I led exploration of the homepage template, our agency partner simultaneously explored a core product page template. This approach allowed us to:
- Generate divergent concepts for testing
- Broaden insight across audience segments
- Establish guardrails for layout, tone, and brand expression
After initial testing, both teams converged to create a cohesive system of templates aligned to a unified brand direction.
This was less about designing individual pages and more about defining a scalable experience framework.
Iterative Validation
Through multiple cycles of unmoderated testing and refinement, we validated the direction against defined success criteria:
- 80%+ task completion accuracy for information-finding exercises
- Measurable lift in perceived usability, visual appeal, and trustworthiness compared to baseline
- 25% of brand perception descriptors included “modern,” “fresh,” “creative,” and “innovative”
Testing didn’t just refine layouts — it informed our long-term design principles.
Results & Impact
The redesign established a scalable template system and governance model to support marketing growth and personalization at scale.
Impact included:
- Elevating digital insurance shopping satisfaction from bottom-tier ranking (2021) to highest honors in 2023
- Creating cohesive cross-template patterns to strengthen brand trust
- Establishing documentation and onboarding resources for long-term consistency
- Aligning design and engineering around a shared implementation strategy
