American Oncology Network

American Oncology Network — Responsive Web Redesign for Dual Audiences

Role: Director of UX/UI (Lenz Marketing)
Client: American Oncology Network (AON)
Platform: Responsive Web
Scope: Dual-audience experience design, UX strategy, and brand alignment

Strategic Challenge

American Oncology Network (AON) is a nationwide alliance of physicians and healthcare leaders committed to supporting community oncology practices. With over 100 physicians across 17 states, their website needed to serve two very different primary audiences:

1. Oncologists seeking information on joining the network and accessing professional resources.

2. Patients seeking care, information, and support.

The existing site treated these audiences in a one-size-fits-all manner, leading to confusion, longer navigation times, and diluted brand impact. The challenge was to create a clear, differentiated journey for each audience while maintaining brand cohesion.

My Role & Leadership

• Directed discovery workshops to map audience needs, goals, and pain points.

• Led UX strategy to create separate user journeys tailored to oncologists and patients.

• Oversaw responsive UI design that balanced empathy for patients with credibility for medical professionals.

• Partnered with content and development teams to ensure accessibility, clarity, and brand alignment across all devices.

Key Initiatives & Outcomes

1. Dual-Audience Experience Strategy

• Created separate navigation pathways and content hierarchies for oncologists and patients.

• Designed audience-specific landing pages that surfaced the most relevant resources first.

Impact:

• Reduced time-to-content for each audience segment.

• Increased clarity and engagement by ensuring each group felt the site was built for their needs.

2. Responsive UI Redesign

• Delivered a fully responsive site optimized for desktop, tablet, and mobile.

• Refreshed the visual design to elevate brand credibility and reflect the care and professionalism of AON’s mission.

Impact:

• Improved ease of navigation and information access across all devices.

• Created a cohesive look and feel that carried through to AON’s other marketing channels.

3. Measurable Business Growth

• Since launch, AON expanded into two new markets.

• Became the fastest-growing oncology network in the country, with the site serving as a key recruitment and patient engagement tool.

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.

FedEx | ShopRunner

ShopRunner (FedEx) — Scaling a Unified Design System Across B2C & B2B Platforms

Role: Director of UX/UI (Bottle Rocket)
Client: FedEx – ShopRunner
Platforms: Desktop, Mobile Web, iOS, Android, Merchant Dashboard (B2B)
Scope: Cross-platform product expansion, design system creation, and governance

Strategic Challenge

ShopRunner — an Amazon Prime–style membership program acquired by FedEx in 2020 — offers free two-day shipping, free returns, and member-only discounts through its network of retail partners.

The company had an existing desktop and mobile web presence but wanted to:

1. Expand into native iOS and Android apps for consumers.

2. Develop a merchant-facing dashboard (B2B) for managing sales, returns, and customer engagement.

To maintain brand and experience consistency across multiple teams and platforms, we needed a scalable design system that could align diverse product groups while supporting rapid development.

My Role & Leadership

• Partnered with product leads across consumer and merchant experiences to identify shared needs and technical constraints.

• Directed the creation of “Bolt”, a cross-platform design system that provided both a visual identity framework and reusable coded components.

• Established governance processes to manage component creation, version control, and cross-team adoption.

• Led design-development alignment by ensuring a 1:1 relationship between the Figma design library and Storybook code library.

Key Initiatives & Outcomes

1. Bolt Design System Development

• Created a comprehensive Figma library covering typography, color, iconography, spacing, and responsive component patterns.

• Partnered with development to build a matching Storybook code library, ensuring visual and functional parity across all products.

• Standardized UI patterns to streamline workflows and reduce redundant design effort.

Impact:

• Enabled product teams to design and build faster, with fewer inconsistencies.

• Reduced QA feedback cycles by ensuring components were vetted in both design and code before release.

2. Cross-Team Alignment & Governance

• Brought together B2C and B2B product teams in recurring governance meetings to review, approve, and prioritize new components.

• Created shared documentation and usage guidelines to support onboarding and future expansion.

Impact:

• Improved transparency between product teams, eliminating duplicate work.

• Increased cross-platform consistency, strengthening the ShopRunner brand experience.

3. Product Launches Powered by Bolt

• Launched updated desktop and mobile web experiences with modernized UI.

• Released new iOS and Android apps for consumers.

• Developed a merchant dashboard (B2B) with consistent UI patterns, improving usability for partners.

Impact:

• Delivered a cohesive visual and interaction language across all platforms.

• Improved efficiency for both design and development teams, enabling faster feature rollouts.

Conclusion

The Bolt Design System unified ShopRunner’s growing ecosystem under a single source of truth for both design and code. By embedding governance, fostering cross-team collaboration, and ensuring parity between Figma and Storybook, we created a scalable foundation for future product growth — while delivering a consistent, high-quality experience to both consumers and merchants.

Georgia Urology

HIFU Campaign
Website • Advertising • Out of Home

Georgia Urology is the largest and oldest urology practice in the Metro Atlanta market. They employ 50 Urologists with 30 offices all across Georgia. They address the urologic needs of men, women, and children.

We developed a campaign for their yearly marketing and advertising needs. They approached us to develop a strategy around a specialty program they offer that focuses on a procedure specific to prostate cancer(High-intensity focused ultrasound - HIFU). This was a minimally invasive procedure that was targeted to audiences who could pay out of pocket and needed minimal downtime.

Since this was going to be running in the Atlanta market, downtown, and near the airport, we focused on pilots - who were determined to be prime candidates for the procedure. The campaign utilized print advertising, outdoor, and radio which all pushed to a microsite that focused on patient conversion. The campaign ran for 3 months and increased conversions by 60%. Designed while working at Lenz Marketing.

PlumbWorks Academy

Identity & Branding • Animation & Video Planning, Capture, & Editing • Web Design

PlumbWorks Academy is a plumbing education initiative launched by the PlumbWorks brand. PlumbWorks is a plumbing company serving the Metro Atlanta area. They primarily service residential plumbing needs.

The goal of the PlumbWorks Academy was two-fold. Empower homeowners to tackle simple plumbing jobs themselves, and recruit new plumbers to start a career in plumbing. They had identified many simple plumbing tasks that they received a high volume of calls for but were not profitable for the company. They also had noticed a trend of lack of new recruits in the plumbing field.

Our solution was to create an education initiative sponsored by the company. We developed an identity system and branding for the academy based on Plumbworks’ corporate brand. Created a series of educational videos positioning their plumbing staff as the plumbing experts. As well as executed a social and content campaign. All of these efforts pushed to a microsite that acted as a funnel to empower homeowners, generate sales, and recruit plumbers.

We partnered with kaleidary.com for the introduction animation and provided creative direction to a video vendor to produce the how-to videos for the series. A microsite was designed to host the content, act as a conversion tool, and was also used as a recruitment tool. Designed while working at Lenz Marketing.