Membership Renewal IA at the AMA
Designing a responsive member acquisition experience at the American Medical Association, from concept to prototype.
Role
Information Architect, UX/UI
Industry
Healthcare
Duration
1 year
Solution
Streamlined IxD and leveraged market segmentation data to integrate a personalization API that enhanced the experience
Impact
3.7% overall growth in membership based on before-and-after comparison of session-level analytics over 1 year
Stood up new engagement model for design/tech/marketing collaboration
Why it matters
Showed how UX can bridge silos and repurpose existing data to improve engagement and operational efficiency at scale.
Other projects
Redesigning Sign-in (SSO) for AMA Digital
Revamping digital security and sign-in usability across 4 healthcare publishing platforms
User research for Secured Card at Capital One
Unified fragmented eligibility, compliance, and UX logic into a cohesive Secured Card experience for Capital One’s subprime applicants.