Overview

As part of a broader migration to a new CMS (Optimizely), a national association’s homepage experience required structural updates to better support personalization, member onboarding, and evolving engagement pathways. The existing layout had been assembled primarily around static promotional content, limiting its ability to reflect member status, surface relevant learning opportunities, or support certification-related progression.

As UX Lead, I developed a series of homepage interaction concepts intended to introduce greater flexibility into the platform’s templated environment. These concepts explored new block behaviors, modular layout groupings, and personalized content states that could dynamically surface relevant events, certification pathways, and governance resources based on member attributes and activity.

Working within the constraints of a CMS-driven Digital Experience Platform, this approach emphasized scalable interaction patterns over one-off design treatments. Proposed updates included configurable hero states, combined content groupings, and adaptive CTA modules that could support multiple onboarding and engagement scenarios without requiring structural redevelopment.

The resulting concepts informed homepage template evolution during migration and established a foundation for more responsive, member-aware content delivery across the site.