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.

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.