Overview
This project showcased my ability to balance complex information architecture challenges with performance optimization and business goal achievement, creating scalable systems that serve both user needs and organizational objectives.
Scope: 5 specialty medical websites serving healthcare professionals
Timeline: Multi-phase project spanning template development and site launches
Tools: Responsive frameworks, performance analysis tools, user flow mapping, content inventory systems
Constraints: Medical compliance requirements, franchise KPI alignment, existing content migration needs
The Challenge
Our clients had a portfolio of 5 products targeting doctors across different medical specialties. Each healthcare specialty needed its own website to address specific patient population needs, while maintaining shared franchise KPIs and unique performance metrics.
The Problem
- Fragmented User Experience: Five separate specialty sites lacked cohesive design and navigation standards
- Registration Conversion Issues: Franchise KPI of "increased user registrations" not being met across sites
- Content Management Complexity: Each site required specialty-specific content while sharing common framework
- Performance Inconsistencies: Sites lacked unified performance standards affecting user experience and SEO
My Approach
Discovery: Content Architecture & User Needs Analysis
Through comprehensive content inventory across all five specialty sites and collaboration with copywriters, I standardized content categories while preserving specialty-specific requirements. Research revealed that specialists treating multiple diseases needed easy navigation between "indications" and frustrated users were abandoning sites due to complex navigation.
Key findings revealed 5 critical needs:
- Unified navigation allowing cross-indication browsing
- Prominent registration pathways to meet franchise KPIs
- Performance optimization for better user experience
- Responsive design addressing mobile/tablet usage patterns
- Scalable content management for future expansion
Strategy: Template-First Architecture with Performance Focus
The strategy centered on creating a unified template system that could serve all specialties while allowing for customization and maintaining high performance standards.
Information Architecture & Navigation
- Conducted thorough content inventory across 5 specialty sites
- Collaborated with copywriters on standardized taxonomy
- Designed persistent "indications" navigation for easy cross-referencing
- Created prominent registration placement next to brand logo
Performance & Technical Excellence
- Established Web Standards document with performance benchmarks
- Implemented conditional asset loading cutting mobile load time in half
- Coordinated vector usage and optimized raster images for specific dimensions
- Applied Gzip compression for site-wide optimization
User Experience Optimization
- Designed Video Content Library with dual registration/content goals
- Simplified registration forms following modern best practices
- Removed password requirements after discovering database architecture
- Created responsive framework prioritizing content on mobile/tablet
Key Deliverables
Unified Information Architecture
Standardized content organization across 5 specialty sites enabling shared template while preserving specialty-specific needs.
Performance-Optimized Responsive Framework
Created fluid responsive design addressing different audience needs across devices.
- Elevated body content on mobile/tablet through slide-out navigation
- Moved marketing callouts strategically based on device context
- Implemented conditional asset loading for optimal performance
- Achieved under 3 second load times and under 3MB page sizes
Registration & User Management Systems
Redesigned user experience removing friction while increasing conversion.
- Simplified registration removing password requirements
- Modernized form design with vertical alignment and clear error states
- Created video library access encouraging registration
- Implemented user-friendly login flows
Impact & Results
Quantified Improvements
- User Registrations: 200%+ increase since deployment
- Performance Benchmarks: Achieved under 3 second load times and under 3MB page sizes
- Mobile Optimization: Cut mobile load time in half through conditional asset loading
- Content Engagement: Improved engagement with Referral Forms and Training Videos
- Navigation Success: Analytics showed user flows across indications, confirming navigation effectiveness
Qualitative Outcomes
- Simplified information architecture allowing specialists to find indication-specific content easily
- Established sustainable framework for future specialty site additions
- Created performance standards adopted across agency for other projects
- Delivered scalable content management system reducing future development overhead
Key Learnings
Template Systems Require Deep Content Strategy
Creating effective multi-site templates demanded understanding not just visual consistency, but content relationships and user mental models across different medical specialties. The taxonomy work was as crucial as the visual design.
Performance Optimization Enables Better User Experience
Establishing and enforcing performance benchmarks didn't just improve load times—it fundamentally changed how users engaged with the content. The mobile optimization particularly impacted user retention.
Strategic Registration Placement Drives Business Results
Moving registration prominence and removing friction points like passwords demonstrated how UX decisions directly impact business KPIs. The 200% increase validated the user-centered approach to conversion optimization.