UX Lead

Ian Armstrong

Visual Design Lead

Ian Armstrong

Content Strategist

Cristina Armstrong

POCMA Academy

The Point of Care Marketing Association's online Academy suffered from a disjointed user experience that failed to engage different audiences effectively. Course listings were difficult to navigate, calls-to-action were unclear, and the content lacked personalization for new visitors versus existing members.

As the UX lead for this project, I identified an opportunity to transform the Academy section into a dynamic, data-driven experience tailored to each user's specific status and needs. My solution leveraged conditional interface blocks integrated with POCMA's membership system and course data.

The reimagined Academy now presents an intuitive, visually-unified design supplemented by adaptive logic. Content blocks, CTAs, and user pathways automatically adapt based on whether the visitor is new, a logged-in member, their course access level, and other segmentation criteria. This personalization streamlines user journeys while surfacing relevant information and guiding them towards their next logical steps

Contact Information

Designed by Ian Armstrong with Goran Babarogic

Contact Information

Designed by Ian Armstrong with Goran Babarogic