avma membership enrollment & renewal revamp

Embedded contract role, 7 months

I joined AVMA as a full-time contract UI/Digital Designer, embedded within the team and working across multiple parallel workstreams. A senior UX Strategist had been on the membership project for six months before I arrived, with requirements gathered, user journeys defined, and high-fidelity wireframes already in place. My role was to take that foundation and bring it to life visually — refining the layout, applying the new brand, and filling gaps where the print-focused brand system needed to be interpreted for digital contexts.

Digital Brand Extension & Pattern Library

The new AVMA brand had been developed with print materials as the primary output. Translating it to digital required making a series of decisions that the original system hadn't addressed: how typography scaled across screen sizes, how color worked in interactive states, how components should be structured for web and email contexts that multiple teams and vendors would need to build from.

I created a digital brand guidelines document and a pattern library — built in SharePoint — designed to serve developers, web producers, content editors, the marketing team, and outside vendors. The goal was to give everyone building digital experiences for AVMA a single reference that removed guesswork and kept the brand consistent across touchpoints.

Membership Pages & Renewal Application

Working alongside the UX Strategist, I took her high-fidelity wireframes for the membership join pages and reworked the visual execution. The wireframes were thorough but text-heavy — I introduced imagery, adjusted the layout hierarchy, and refined the styling to create more visual breathing room while keeping the content intact. When the UX Strategist was resistant to some of the layout changes, I brought in the creative director to help evaluate the options and build consensus. The final direction reflected a collaborative resolution that improved the design without losing the underlying UX thinking.

On the renewal application, we co-led a focus group and worked together to reduce the number of steps in the flow and simplify the information architecture of each screen. The renewal process had been generating consistent negative feedback — users found it difficult to complete online — and the redesign addressed the core friction points in the journey.

I also co-led focus groups and collaborated on wireframes and mockups for adjacent projects including the Convention web pages, vendor pages, and attendee app.

Outcomes

The redesigned membership renewal application contributed to a 21.85% increase in renewal completions — a meaningful result for an organization whose primary revenue stream depends on member retention. Operational cost savings exceeded $65,000. The pattern library and digital brand guidelines gave AVMA's internal teams and vendors a shared foundation they hadn't had before, reducing the inconsistency that had characterized their digital presence prior to the engagement.