American Association of Critical Care Nurses
AACN was looking for a digital solution to a membership problem. I was on the team responsible for defining the organizational strategy to restructure their company based on the verticals in a redesigned website. In the process we defined a new product offering: online recertification. It was critical in developing this new member offering that we also reimagined the “front-door” experience and ensured that the site could generate leads as well as the new product experience. We began the process with an intense visioning exercise. The focus of the early-stage work was to define a strategy that was nurse-centric and would simplify aspects of the often arduous recertification process. I began this project as an Art Director and ended it leading the team of designers and UX architects on the final build work.
The final build established a new sitemap and therefore a new organizational structure for AACN. Because we were not only designing the front-door experience but also the authenticated product experience from scratch – AACN had to build out the product support and staffing in tandem with our product build team. It was an intense and rewarding process, one that has established a basis for my own perspectives on design leadership. Our work as a team, redefining AACN’s product offering, resulted in a deeply impactful experience for Nurses around the country – something our team was profoundly proud of.