American Medical Association Homepage Redesign

Overview

I led UX and product design for a major redesign of the American Medical Association homepage, focused on increasing engagement and moving users more effectively into the membership funnel.

Following a significant traffic increase—from 11M to 22M users year-over-year—the organization needed to evolve the homepage to better surface content, reduce friction, and support business growth.

The initiative focused on introducing new modules and improving key areas of the experience, including:

The Challenge

The challenge was to introduce multiple new features without disrupting the overall experience or negatively impacting membership conversion. Every addition needed to enhance clarity, not compete for attention.

My Role

I led the end-to-end UX process, including research, analytics review, stakeholder alignment, wireframing, and high-fidelity design. I also partnered closely with engineering and content teams to ensure feasibility and alignment throughout delivery.

User & Stakeholder Research

I led stakeholder and SME interviews to align business goals with user needs. While direct access to physicians was limited, internal insights revealed a clear need for faster content discovery and reduced friction in completing key tasks.

One key opportunity was consolidating fragmented content—such as Annual and Interim meeting information—into dedicated modules rather than distributing it across editorial content.

I also identified stagnant areas of the homepage and introduced the concept of leveraging the AMA Ambassador program to create more dynamic, socially-driven content.

Competitive Research

I conducted competitive research across major media platforms—including The New York Times, The Guardian, and Rolling Stone—to understand how content was structured, surfaced, and prioritized.

These insights informed the design of the trending index, podcast module, and content hierarchy. I facilitated weekly working sessions to align the team on findings and translate them into actionable design decisions.

Trending Index

I led the design of the trending index to surface high-performing content and increase engagement. Rather than trending by topic, I prioritized individual articles to drive higher click-through rates and content discovery.

High-Fidelity Design

The final design expanded editorial visibility from five to nine content placements, improving content distribution while maintaining a clear visual hierarchy.

AMA Ambassador Module

I introduced a new social-driven module featuring AMA Ambassadors to replace a stagnant section of the homepage. This created a more dynamic, human-centered experience aligned with real physician voices.

A/B testing showed increased engagement without negatively impacting membership conversion.

Annual / Interim Module

I led the design of a modular experience for Annual and Interim meetings, consolidating fragmented content into a single, structured entry point.

Using journey mapping and collaboration with taxonomy experts, I helped define how content would scale across pre-, during-, and post-event phases without breaking existing site architecture.

Impact

Over the course of the 10-month initiative, the redesigned homepage delivered measurable results. Membership increased by 8% while reducing friction for users, the majority of whom arrived via organic search.

The project demonstrated how thoughtful content structure, modular design, and user-centered decision making can drive both engagement and business outcomes.

Outcome

This work increased engagement and supported an 8% lift in membership by restructuring the homepage around user needs, editorial clarity, and scalable content modules.

View the live site here.