Healthcare B2B Portal Unification.

A large regional health plan operated its B2B digital properties through a patchwork of regional teams, each managing content independently. The result was a fragmented experience: inconsistent branding, unreliable search, poor mobile usability, and growing ADA compliance exposure.

The mandate was to stop patching and start over. Define a unified national strategy, migrate to Adobe Experience Manager, and redesign the site around how brokers and employers actually work, not how the org chart was structured.

A site built around internal structure, not user needs.

The existing site forced users into a role selection screen before they could access any content, with no context to help them decide. Navigation ran deep, search returned PDF results only, and content was duplicated across regions with no governance to keep it consistent or current.

Compliance was another pressure point. The site was non-responsive and failed ADA standards, creating legal risk alongside the usability problems. Every fix made in isolation made the underlying architecture harder to maintain.

Audit first, design second, govern for the long term.

We embedded across product, engineering, and regional marketing teams to understand the full scope before touching a single layout. The strategy came from the research, not the other way around.

• 1Cross-functional alignment workshops. In-person kickoff sessions and ongoing remote workshops to align executives, product managers, engineers, and designers around shared OKRs before any design work began.
• 2Full content audit. Mapped 1,000 pages across all regions to surface duplication, structural gaps, and content that had drifted out of date. The audit became the strategic foundation for the migration.
• 3Research-grounded job mapping. User interviews and ethnographic observation with brokers and employers to identify the specific tasks that mattered most, so design decisions stayed anchored to real user goals.
• 4Engineering as a design partner. AEM developers were at the table from the start. We designed within platform capabilities rather than handing off specs that would require renegotiation, keeping the project on schedule and reducing friction at handoff.
• 5Accessibility embedded throughout. Accessibility specialists joined design reviews and QA cycles, not just the final audit. We tested keyboard navigation, screen reader compatibility, color contrast, and document accessibility at every milestone, catching issues early when they were cheapest to fix.