The Story

In 2017, I was brought in to lead the redesign of the athenahealth corporate website, a project that had seen two years of stalled progress. The goal was to align the website with updated brand guidelines while improving lead collection by delivering personalized experiences for prospects in Medical Groups and Hospitals. The project's strategy had shifted frequently, so my first task was to provide clear direction and a user-centered design focus. To inform our approach, we conducted extensive research, including competitive analysis, industry benchmarking, and web analytics.

Over the course of a year, I collaborated closely with cross-functional teams across various geographies. Together, we developed and refined two distinct design concepts—one focused on creating an engaging, animation-heavy experience, and the other prioritizing simplicity and ease of use. My responsibilities spanned product strategy, information architecture, and interaction design, helping us craft a site that not only reflected the refreshed brand but also improved user engagement and lead conversion.