Content Strategy Execution
Executed a data-driven content strategy for a homepage redesign.
UX Writing
Created and evolved content for multiple web sections and digital initiatives.
Healthcare | 2026
Memorial Sloan Kettering Cancer Center is among the top two hospitals of its kind in the nation, and the top cancer hospital in the northeast. The stakes for creating a new homepage were high. Our collaborative team of researchers, strategists, designers and writers were tasked with creating an experience that reflects the core values and accomplishments of the institution, using a human touch for an audience with distinct needs. Our strategy was rooted in metrics that guided our choices and served KPI's.
Homepage before:
Sometimes white space is just that -- white space; empty...not doing a whole lot besides staying quiet.
The existing MSK homepage was attractive, but it failed to leverage its real estate for greatest impact. Components took up space disproportionate to their value. The data-driven redesign would serve to improve engagement and metrics, packaged in a streamlined, easy-to-navigate experience that conveys MSK's value proposition and personality.
Data showed that users seldom scrolled past the hero portion of the page, which took up the entirety of the "above-the-fold" real estate on most devices.
Wayfinding elements were either unclear in UI or not properly structured for measurable impact. Disease type search is an important feature for prospective patients and caregivers and deserved more of a "moment."
Excellence and impact were deemed important enough to move to the top of the page, but not in an element that would take up so much space.
Locations are important enough for top-of-page placement, and here the topic is a repeat of what's above. Data showed Telemedicine was not a key conversion driver, so it would be removed.
Trials are not a given for all patients at all times and are part of wider Research capabilities that benefit a larger group of people. This includes training the next generation of experts. Both topics can better communicate value and boost engagement.
Patient stories are of value, but data showed little interaction, indicating these should be surfaced in more meaningful contexts.
News and discoveries has light engagement, but current position was deemed sufficient, with new design elements that would ensure they appear more consistent.
Homepage after:
New design incorporates a modern aesthetic that leverages the existing design system for greater impact. The MSK voice and value come through in direct, clear, confident copy.
Patient-centered hero section takes up les space and incorporates key CTA's to drive measurable performance metrics.
New component conveys excellence and credibility sooner, using less space to say more. Badges allow copy to remain evergreen.
High-value search module can be personalized for different users, aligned with privacy compliance. Users can find what they need with an easy-to-use UI.
Component creates clear links to next steps. Image changes upon roll-over for an element of delight that puts patients are at the center of the experience.
Research and education are given prominence, with meaningful information and actionable content for relevant audiences.
Article preview content has a cut-off so tiles don't become too large or uneven, making navigation easier and appearance more streamlined.
Giving module ensures campaign and fundraising initiatives are always accessible at the very top and bottom of the page.