American Oncology Network

American Oncology Network — Responsive Web Redesign

Role: Creative Director Lenz Marketing)
Client: American Oncology Network (AON)
Platform: Responsive Web
Scope: Website redesign, audience strategy, UX/UI design, responsive implementation

The Challenge

American Oncology Network is a nationwide alliance supporting community oncology practices across the United States. Their website needed to serve two core audiences with very different needs:

• Physicians and practice leaders evaluating partnership opportunities and professional resources

• Patients and families seeking care information, trust, and support

The existing experience did not clearly distinguish between those audiences, creating friction in navigation and making it harder for users to quickly find relevant content.

The opportunity was to create a more intuitive, modern digital experience that clarified pathways, strengthened the brand, and performed seamlessly across devices.

My Role

• I led the redesign effort from strategy through execution, translating business goals and audience needs into a clearer digital experience.

  Key contributions included:

  • Defining audience needs and content priorities

  • Structuring user flows for physicians and patients

  • Leading visual design direction and responsive layouts

  • Partnering with developers to bring the experience to life across breakpoints

  • Ensuring consistency with the broader brand and marketing ecosystem

The Solution

1. Audience-Focused Information Architecture

Reorganized site structure and navigation to better support the priorities of each audience group.

• Clearer entry points for physicians and patients

• More relevant content surfaced earlier in the journey

• Reduced friction in key navigation paths

Result: A more intuitive experience tailored to user intent.

2. Responsive Experience Across Devices

Designed a fully responsive website optimized for desktop, laptop, tablet, and mobile.

• Flexible layouts across screen sizes

• Improved readability and usability

• Consistent experience regardless of device

Result: Better accessibility and engagement for users wherever they accessed the site.

3. Modernized Brand Expression

Refreshed the visual experience to better reflect AON’s professionalism, credibility, and patient-centered mission.

• Stronger visual hierarchy

• Cleaner presentation of complex information

• More polished and trustworthy digital presence

Result: A digital experience aligned with the organization’s scale and reputation.

Conclusion

By differentiating user journeys for oncologists and patients, the new AON website delivered clarity, speed, and trust for two distinct audiences. The responsive redesign not only elevated the brand experience but also supported AON’s rapid growth and national expansion.