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American College of Lifestyle Medicine
Project type
Website Redesign
Role
User Experience Strategist, Researcher, and Designer
I led UX research, content strategy, and UX design for the website of a national health education organization. The redesign streamlined navigation, clarified content, and supported business goals like course enrollment and membership sign-ups. While we didn’t track hard metrics, stakeholders adopted our recommendations and praised the usability improvements.
Context and Problem
Star Trek, a globally recognized media franchise, needed a website refresh to remain relevant and competitive in an era dominated by fan-generated wikis, forums, and streaming platforms. The challenge was twofold:
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Inclusivity: ensure new fans felt welcomed instead of gatekept or locked out by continuity.
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Retention: preserve loyalty among long-standing fans while updating the experience.
My Role
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UX Strategy: defined goals and aligned business and user needs.
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Content Audit & Site Map: reviewed and reorganized content to reduce clutter and improve navigation.
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Competitive Analysis: examined fan-run sites and media competitors to identify best practices.
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User Journeys & Personas: mapped journeys for longtime fans, casual viewers, and new fans.
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Wireframes: designed page layouts and flows that balanced engagement, accessibility, and brand goals.
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Collaboration: partnered with the art director and the franchise’s internal team to ensure alignment with brand identity.
Goals and
Success Criteria
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Grow audience by making the site accessible to new fans.
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Increase engagement with community-driven features.
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Boost time-on-site by creating pathways for exploration.
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Maintain brand consistency while competing with fan-run platforms.
Process and Approach
Content Audit & Site Map
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Identified redundant and outdated content.
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Reorganized structure for clarity and discoverability.
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Created a scalable site map to support ongoing updates.
Wireframes & Design
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Created wireframes for homepage, community features, and media-rich content areas.
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Balanced brand storytelling with user needs (new users vs. superfans).
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Partnered with the art director to ensure visual design matched UX strategy.
Competitive Analysis
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Reviewed fan-driven platforms (wikis, forums, social communities).
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Benchmarked engagement features like forums, comment threads, and fan contributions.
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Applied insights to balance official brand authority with community feel.
Community Considerations
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Designed features to foster community without alienating users (forums, profiles, onboarding flows).
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Focused on making new fans feel included while giving longtime fans the depth they valued.
User Personas & Journeys
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Built personas for longtime fans, casual viewers, and new fans.
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Highlighted unique goals (continuity deep-dives vs. onboarding vs. casual browsing).
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Designed user journeys for each segment to test navigation and engagement opportunities.
Design System
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Co-created a design system for XR UI elements (menus, controls, gestures).
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Established reusable patterns to accelerate future VR/MR projects.
Outcome and
Learnings
Outcomes
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Delivered a content and UX framework that met stakeholder goals of growing audience and improving engagement.
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Stakeholders praised the balance of welcoming new fans while preserving legacy fan loyalty.
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The redesigned site created opportunities for community building and deeper content exploration.
What I Learned
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How to design for intergenerational fan bases with different knowledge levels and expectations.
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The importance of balancing official content with community-driven engagement.
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If I were to do this again, I’d conduct new user testing sessions to validate assumptions and test engagement features before implementation.