American Diabetes Association
American Diabetes Association
Growing engagement and donations by revitalizing 3 key websites for the ADA
Growing engagement and donations by revitalizing 3 key websites for the ADA
Growing engagement and donations by revitalizing 3 key websites for the ADA
I guided the strategy and UX teams for the redesign of 3 ADA websites, increasing audience engagement, donations, and membership.
I spearheaded the strategy and UX teams for the redesign of 3 ADA websites
I spearheaded the strategy and UX teams for the redesign of 3 ADA websites
I guided the strategy and UX teams for the redesign of 3 ADA websites.
ROLE
ROLE
ROLE:
Sr. UX Director
Sr. UX Director
Sr. UX Director
YEARS
YEARS
YEARS:
2023-24
2023-24
2023-24
TYPE
TYPE
TYPE:
App & Website
App & Website
App & Website
Improved operational efficiency
Scalable design system
Defined vision & roadmap
Increased memberships & donations
Improved operational efficiency
Scalable design system
Defined vision & roadmap
Increased memberships & donations
Improved operational efficiency
Scalable design system
Defined vision & roadmap
Increased memberships & donations
Situation
Website engagement, enrollments, and donations were declining
Lack of design system across multiple sites made it hard to update, maintain, and scale
Lacking updated content needed by professionals and people with diabetes
Website engagement, enrollments, and donations were declining
Lack of design system across multiple sites made it hard to update, maintain, and scale
Lacking updated content needed by professionals and people with diabetes
Website engagement, enrollments, and donations were declining
Lack of design system across multiple sites made it hard to update, maintain, and scale
Lacking updated content needed by professionals and people with diabetes
Website engagement, enrollments, and donations were declining
Lack of design system across multiple sites made it hard to update, maintain, and scale
Lacking updated content needed by professionals and people with diabetes
Goals
Define a single, audience-centric vision and strategy for the digital experiences
Increase memberships, engagement, donations, and community participation
Become the preferred destination and global authority for diabetes information
Define a single, audience-centric vision and strategy for the digital experiences
Increase memberships, engagement, donations, and community participation
Become the preferred destination and global authority for diabetes information
Define a single, audience-centric vision and strategy for the digital experiences
Increase memberships, engagement, donations, and community participation
Become the preferred destination and global authority for diabetes information
Define a single, audience-centric vision and strategy for the digital experiences
Increase memberships, engagement, donations, and community participation
Become the preferred destination and global authority for diabetes information
Before: Three disconnected ADA websites
Diabetes.org used an overly templated design and content wasn't audience-relevant
Professional.Diabetes.org had a dated design, hard-to-use navigation, and inconsistent branding
DiabetesFoodHub.org has useful functionality but recipes are hard to find and wasn't mobile friendly
Improved operational efficiency
Scalable Design System
Defined vision and roadmap
Increased memberships & donations
APPROACH
Creating a powerful, unified system of experience
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiencs.
APPROACH
Creating a powerful, unified system of experience
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiencs.
APPROACH
Creating a powerful, unified system of experience
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiencs.
APPROACH
Creating a powerful, unified system of experience
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiences.
DISCOVER & DEFINE
A journey-led approach helped define audiences and strategy
Our discovery process involved understanding the ADA's key audiences, business, technology, and internal barriers. Insights from research helped us define a vision for the ADA's digital ecosystem along with key audience personas and journeys.
I co-led the research activities, including conducting audience and stakeholder interviews, competitive research, industry research, and more. I also led the Content and UX audit to uncover opportunities to increase engagement. Concurrently, I reviewed site analytics to understand user needs and behaviors on all three websites.
Activities I led:
Audience Interviews
Stakeholder Interviews
Competitive Analysis
DISCOVER & DEFINE
A journey-led approach helped define audiences and strategy
Our discovery process involved understanding the ADA's key audiences, business, technology, and internal barriers. Insights from research helped us define a vision for the ADA's digital ecosystem along with key audience personas and journeys.
I co-led the research activities, including conducting audience and stakeholder interviews, competitive research, industry research, and more. I also led the Content and UX audit to uncover opportunities to increase engagement. Concurrently, I reviewed site analytics to understand user needs and behaviors on all three websites.
Activities I led:
Audience Interviews
Stakeholder Interviews
Competitive Analysis
DISCOVER & DEFINE
A journey-led approach helped define audiences and strategy
Our discovery process involved understanding the ADA's key audiences, business, technology, and internal barriers. Insights from research helped us define a vision for the ADA's digital ecosystem along with key audience personas and journeys.
I co-led the research activities, including conducting audience and stakeholder interviews, competitive research, industry research, and more. I also led the Content and UX audit to uncover opportunities to increase engagement. Concurrently, I reviewed site analytics to understand user needs and behaviors on all three websites.
Activities I led:
Audience Interviews
Stakeholder Interviews
Competitive Analysis
Personas
Customer Journey Mapping
DISCOVER & DEFINE
A journey-led approach helped define audiences and strategy
Our discovery process involved understanding the ADA's key audiences, business, technology, and internal barriers. Insights from research helped us define a vision for the ADA's digital ecosystem along with key audience personas and journeys.
I co-led the research activities, including conducting audience and stakeholder interviews, competitive research, industry research, and more. I also led the Content and UX audit to uncover opportunities to increase engagement. Concurrently, I reviewed site analytics to understand user needs and behaviors on all three websites.
Audience Interviews
Stakeholder Interviews
Competitive Analysis
Activities I led:
Defining key audiences and the strategy
Research insights uncovered 6 key personas across all three websites, but we focused on 6 key audiences. By keeping personas at the forefront of the redesign process, we created three websites that truly resonated with their most important needs.
Defining key audiences and experience strategy
Research insights uncovered 10 personas, but we focused on 6 key audiences.
By keeping personas at the forefront of the redesign process, we created three websites that truly resonated with their most important needs.
Research revealed key areas for improvement:
Busy medical professionals want streamlined, personalized access to crucial information for their teams and patients.
People with diabetes and caregivers need life-stage-based content and tools as they manage their health.
Donors want more transparency around the ADA's impact.
Research revealed key areas for improvement:
Busy medical professionals want streamlined, personalized access to crucial information for their teams and patients.
People with diabetes and caregivers need life-stage-based content and tools as they manage their health.
Donors want more transparency around the ADA's impact.
Insights from our experience strategy and customer journey maps drove the website redesigns
Insights from the customer journey maps drove the website experience strategy
Insights from the customer journey maps drove the website experience strategy
Insights from the customer journey maps drove the website experience strategy
I moderated a 2-day customer journey workshop, uncovering pain points and opportunities. Insights informed a connected experience strategy for personalized interactions and content across channels.
I moderated a 2-day customer journey workshop, uncovering pain points and opportunities. Insights informed a connected experience strategy for personalized interactions and content across channels.
I moderated a 2-day customer journey workshop, uncovering pain points and opportunities. Insights informed a connected experience strategy for personalized interactions and content across channels.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
We collaborated with client stakeholders to map journeys for each persona in Miro.
My team cleaned up the journey notes into a presentation-ready version for executives.
We defined an overall digital strategy based on our insights
The strategy was translated into an Experience Brief to inform the content and design teams. This is one slide from that Brief.
We also recommended how the three main websites should connect with each other, and the other ADA-owned website.
Defining key audiences an d experience strategy
Research insights uncovered 6 key personas across all three websites, but we focused on 6 key audiences. By keeping personas at the forefront of the redesign process, we created three websites that truly resonated with their most important needs.
Research revealed key areas for improvement:
Busy medical professionals want streamlined, personalized access to crucial information for their teams and patients.
People with diabetes and caregivers need life-stage-based content and tools as they manage their health.
Donors want more transparency around the ADA's impact.
GLOBAL SITE ARCHITECTURE
Increasing findability through a connected architecture
I guided the UX team to define the site architectures for all three websites concurrently instead of one-by-one. Fueled by the Content Audit and Journey Maps, new categories of content were added, most top-level categories were restructured, and valuable connections between the sites were made.
GLOBAL SITE ARCHITECTURE
Increasing findability through a connected architecture
I guided the UX team to define the site architectures for all three websites concurrently instead of one-by-one. Fueled by the Content Audit and Journey Maps, new categories of content were added, most top-level categories were restructured, and valuable connections between the sites were made.
GLOBAL SITE ARCHITECTURE
Increasing findability through a connected architecture
I guided the UX team to define the site architectures for all three websites concurrently instead of one-by-one. Fueled by the Content Audit and Journey Maps, new categories of content were added, most top-level categories were restructured, and valuable connections between the sites were made.
GLOBAL SITE ARCHITECTURE
Increasing findability through a connected architecture
I guided the UX team to define the site architectures for all three websites concurrently instead of one-by-one. Fueled by the Content Audit and Journey Maps, new categories of content were added, most top-level categories were restructured, and valuable connections between the sites were made.
I developed a system to map the architecture and associated page templates across all three websites
I developed a system to map the architecture and associated page templates across all three websites
UX DESIGN
A staggered, parallel workflow helped maintain momentum across all three projects
We began with the Diabetes Professional site, using it as the foundation for systems, patterns, and stakeholder alignment. Midway through, I initiated the design work for the next two sites while the first site’s wireframes were being refined and handed off so that the next wave of designs was already underway.
UX DESIGN
A staggered, parallel workflow helped maintain momentum across all three projects
We began with the Diabetes Professional site, using it as the foundation for systems, patterns, and stakeholder alignment. Midway through, I initiated the design work for the next two sites while the first site’s wireframes were being refined and handed off so that the next wave of designs was already underway.
UX DESIGN
A staggered, parallel workflow helped maintain momentum across all three projects
We began with the Diabetes Professional site, using it as the foundation for systems, patterns, and stakeholder alignment. Midway through, I initiated the design work for the next two sites while the first site’s wireframes were being refined and handed off so that the next wave of designs was already underway
UX DESIGN
A staggered, parallel workflow helped maintain momentum across all three projects
We began with the Diabetes Professional site, using it as the foundation for systems, patterns, and stakeholder alignment. Midway through, I initiated the design work for the next two sites while the first site’s wireframes were being refined and handed off so that the next wave of designs was already underway.
Starting with Diabetes Professionals website, its original architecture and UX were replaced with a mobile-friendly, easy-to-navigate and personalized experience that sped task completion, site revisits, and increased usefulness for all medical professionals.
The original architecture and UX for the Diabetes Professionals website were replaced with a mobile-friendly, easy-to-navigate, and personalized experience that sped task completion, site revisits, and increased usefulness.
The original architecture and UX for the Diabetes Professionals website were replaced with a mobile-friendly, easy-to-navigate, and personalized experience that sped task completion, site revisits, and increased usefulness.
Professionals.Diabetes.org
The new UX helps medical professionals quickly find the most accurate information to share with their team and patients
Professionals.Diabetes.org
Professionals.Diabetes.org
Professionals.Diabetes.org
The new UX helps medical professionals quickly find the most accurate information to share with their team and patients
The new UX helps medical professionals quickly find the most accurate information to share with their team and patients
The new UX helps medical professionals quickly find the most accurate information to share with their team and patients
New homepage
Scroll to view
Site Search got a major overhaul.
Best-in-class features such as predictive search, filtering, and alternative search terms helped professionals find critical information much faster.
Site Search got a major overhaul.
Best-in-class features such as predictive search, filtering, and alternative search terms helped professionals find critical information much faster.
Site Search got a major overhaul
Best-in-class features such as predictive search, filtering, and alternative search terms helped professionals find critical information much faster.
Site Search got a major overhaul
Best-in-class features such as predictive search, filtering, and alternative search terms helped professionals find critical information much faster.
Alleviating membership plan confusion
The new membership page highlights the differences between membership types with transparent pricing for each.
Alleviating membership plan confusion
The new membership page highlights the differences between membership types with transparent pricing for each.
Alleviating membership plan confusion
The new membership page highlights the differences between membership types with transparent pricing for each.
Alleviating membership plan confusion
The new membership page highlights the differences between membership types with transparent pricing for each.
Surfacing critical support content
Professionals told us they want the latest diabetes knowledge to inform their teams and share with patients. This new homepage module gives them quick access to those resources.
Surfacing critical support content
Professionals told us they want the latest diabetes knowledge to inform their teams and share with patients. This new homepage module gives them quick access to those resources.
Surfacing critical support content
Professionals told us they want the latest diabetes knowledge to inform their teams and share with patients. This new homepage module gives them quick access to those resources.
Surfacing critical support content
Professionals told us that they need to access the latest diabetes knowledge to inform their teams and give to patients. This new homepage module gives them quick access to those resources.
Diabetes.org:
Moving on to Diabetes.org
Moving on to Diabetes.org:
Improving the content experience for those living with diabetes and their caregivers
The goal was to improve content findability and engagement for those living with diabetes and their caregivers, while encouraging visitors to support the ADA's mission by donating or becoming a member.
Moving on to Diabetes.org:
New Diabetes.org Homepage
Scroll to view
New Diabetes.org Homepage
Scroll to view
New Diabetes.org Homepage
Scroll to view
Useful content for those living with diabetes
Useful content for those living with diabetes
Useful content for those living with diabetes
Useful content for those living with diabetes
Helping visitors take action with an interactive Diabetes Risk Test
Helping visitors take action with an interactive Diabetes Risk Test
Helping visitors take action with an interactive Diabetes Risk Test
Helping visitors take action with an interactive Diabetes Risk Test
We created a new interactive quiz experience that uses knowledge checks and personalized feedback to educate users and motivate action against Type 2 diabetes.
We created a new interactive quiz experience that uses knowledge checks and personalized feedback to educate users and motivate action against Type 2 diabetes.
We created a new interactive quiz experience that uses knowledge checks and personalized feedback to educate users and motivate action against Type 2 diabetes.
We created a new interactive quiz experience that uses knowledge checks and personalized feedback to educate users and motivate action against Type 2 diabetes.
Showing impact through stats & stories
For anyone visiting the website, we wanted to highlight the impact that diabetes has around the world. The goal is to have visitors become an ADA Advocate or share their stories.
Showing impact through stats & stories
For anyone visiting the website, we wanted to highlight the impact that diabetes has around the world. The goal is to have visitors become an ADA Advocate or share their stories.
Showing impact through stats & stories
For anyone visiting the website, we wanted to highlight the impact that diabetes has around the world. The goal is to have visitors become an ADA Advocate or share their stories.
Showing impact through stats & stories
For anyone visiting the website, we wanted to highlight the impact that diabetes has around the world. The goal is to have visitors become an ADA Advocate or share their stories.
UI DESIGN
Increasing findability through a connected architecture
I partnered with the Creative Lead to build a design system in Figma that strategically used brand colors for wayfinding and calls to action, creating a learnable, consistent experience across all three websites.
UI DESIGN
Increasing findability through a connected architecture
I partnered with the Creative Lead to build a design system in Figma that strategically used brand colors for wayfinding and calls to action, creating a learnable, consistent experience across all three websites.
UI DESIGN
Increasing findability through a connected architecture
I partnered with the Creative Lead to build a design system in Figma that strategically used brand colors for wayfinding and calls to action, creating a learnable, consistent experience across all three websites.
UI DESIGN
Increasing findability through a connected architecture
I partnered with the Creative Lead to build a design system in Figma that strategically used brand colors for wayfinding and calls to action, creating a learnable, consistent experience across all three websites.
Professional.Diabetes.org
Diabetes.org
Usability Testing Diabetes.org
I planned and orchestrated moderated usability testing using a Figma prototype, with 16 participants (4-5 from each persona group) to ensure the redesigned website was useful, usable, and the content was relevant to our key audiences.
Usability Testing Diabetes.org
I planned and orchestrated moderated usability testing using a Figma prototype, with 16 participants (4-5 from each persona group) to ensure the redesigned website was useful, usable, and the content was relevant to our key audiences.
Usability Testing Diabetes.org
I planned and orchestrated moderated usability testing using a Figma prototype, with 16 participants (4-5 from each persona group) to ensure the redesigned website was useful, usable, and the content was relevant to our key audiences.
Usability testing Diabetes.org
We conducted moderated usability testing with 16 people to ensure the redesigned website was useful, usable and the content was relevant to our key audiences.
IMPACT
Reaching the ADA's mission through UX solutions
The new website experiences are now the ADA's primary platform for delivering comprehensive, evidence-based education to people with diabetes, their families, and healthcare professionals.
For the ADA, the new websites have become essential to achieving its mission by expanding access to information, strengthening advocacy efforts, fostering community, and leveraging technology to deliver personalized and impactful resources.
Increased memberships & donations
Scalable design system
Defined vision & roadmap
Improved operational efficiency
IMPACT
Reaching the ADA's mission through UX solutions
The new website experiences are now the ADA's primary platform for delivering comprehensive, evidence-based education to people with diabetes, their families, and healthcare professionals.
For the ADA, the new websites have become essential to achieving its mission by expanding access to information, strengthening advocacy efforts, fostering community, and leveraging technology to deliver personalized and impactful resources.
Increased memberships & donations
Scalable design system
Defined vision & roadmap
Improved operational efficiency
IMPACT
Reaching the ADA's mission through UX solutions
The new website experiences are now the ADA's primary platform for delivering comprehensive, evidence-based education to people with diabetes, their families, and healthcare professionals.
For the ADA, the new websites have become essential to achieving its mission by expanding access to information, strengthening advocacy efforts, fostering community, and leveraging technology to deliver personalized and impactful resources.
Increased memberships & donations
Scalable design system
Defined vision & roadmap
Improved operational efficiency
IMPACT
Reaching the ADA's mission through UX solutions
The new website experiences are now the ADA's primary platform for delivering comprehensive, evidence-based education to people with diabetes, their families, and healthcare professionals.
For the ADA, the new websites have become essential to achieving its mission by expanding access to information, strengthening advocacy efforts, fostering community, and leveraging technology to deliver personalized and impactful resources.
Increased memberships & donations
Scalable design system
Defined vision & roadmap
Improved operational efficiency
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay