Project
WAEPA partnered with our team to modernize its digital presence and better support membership growth for federal civilian employees — the existing website and member portal no longer reflected the organization's objectives or its members' needs.
As Creative Director, I led close collaboration between WAEPA stakeholders, the development team at Deloitte, and our agency, Throughline. I directed the UX team — including a content strategist and UX designer — in aligning research, content, and design efforts around clear business and member goals.
I led the development of a new information architecture and primary site content to ensure the experience was intuitive, scalable, and conversion-focused. In parallel, I oversaw the UI and design system for both the public website and the member portal, creating a cohesive experience across platforms. The project resulted in the successful launch of a redesigned website and member portal — optimized to support lead generation, membership growth, and ongoing member retention.
Impact
The redesigned website and member portal launched successfully — delivering a more intuitive, conversion-focused experience aligned to WAEPA's membership growth and retention objectives.