In addition to designing and creating the website, I was the project manager for the implementation of this project, which included the delivery of: re-designed, mobile-friendly website; product builds; API development; file feeds; engagement email campaigns; health and wellness content; and more.



  • Design a responsive, mobile-friendly site to replace existing website. 
  • Create more simple site navigation and architecture so it's easy to navigate and find information.
  • Re-organize content in a way that’s easy to digest; eliminate more than 50% of existing copy.
  • Provide information to entice someone to become a member. 
  • Make detailed benefit information gated content.


phase i – flow + Mockups

  • Created a site map that identified the pages needed.
  • Re-organized content into “member program” categories, which condensed the number of pages by 500%—producing less clicks for audience to find the information they needed.
  • Took page-long individual product content and condensed into heading, sub-head, short description, and link for easy scanning; placed products on appropriate member program category pages.
  • Mocked up the home page + member program landing page (showcasing selection of all programs) + an individual member program page (for example, health and wellness category page with products).
  • Wrote development requirements for new functionality--privacy enhancements, gated content, etc.
  • Created UI mockups of customer account.


phase ii – style concept

  • Developed new color palette, selecting a more vibrant, engaging red and blue.

  • Selected images that reflect the 50+ target audience.

  • Selected larger images and font size to make reading easier.


phase iii – final product

  • Developed email launch campaign.

  • Members were communicated to reset their password; extensive testing done pre-launch.

  • Today, ASBA members can easily access benefit information, health and wellness info, and association updates at