NCODA

Redesign and rebrand of NCODA’s WordPress website to create a modern, intuitive, and revenue-driven experience for clinicians and pharmaceutical partners. The project focused on navigation, accessibility, SEO, and scalable integrations with Salesforce to support long-term digital growth.

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Location:

San Francisco, CA, USA

Type of Work:

San Francisco, CA, USA

Timeline:

San Francisco, CA, USA

Overview

NCODA, a national nonprofit supporting oncology pharmacists and clinicians, needed a refreshed brand and redesigned website to better serve its dual audiences — clinicians who rely on the site for resources and pharmaceutical partners who fund the organization through educational collaborations.

The new website needed to balance usability with strategy — providing a seamless experience for members, while positioning NCODA for growth through non-dues revenue opportunities.

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Project

NCODA

Visual Designer

WordPress

7-9 Months

Challenge

NCODA’s legacy website had evolved organically, leading to inconsistencies in design, navigation, and performance.
Key challenges included:
- Balancing clinician vs. partner user flows and content priorities.
- Maintaining protected member content during migration from Higher Logic.
- Integrating custom features from a previous developer with minimal documentation.
- Launching in time for the December American Society of Hematology Conference, despite tight timelines and dependencies.
The team addressed these by implementing phased milestones, proactive client communication, and rapid prototyping to ensure early stakeholder alignment.

Objectives

Redesign NCODA’s WordPress website to reflect a refreshed brand, improve content discoverability, and support revenue growth through partner engagement. The platform needed to balance two distinct audiences — clinicians (non-dues members) and pharmaceutical partners (paid sponsors) — while setting the foundation for Salesforce integration and long-term scalability.

Key measurable goals included:

Increase Positive Quality Intervention (PQI) downloads and visibility.
Improve site performance, SEO rankings, and mobile responsiveness.
Simplify navigation to reduce user drop-off and increase engagement time.
Create a CMS flexible enough for ongoing content and podcast updates.

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No items found.

Approach

We began with a brand and UX audit to align NCODA’s visual identity with its growing role in community oncology. Through stakeholder workshops and user journey mapping, we identified how clinicians and partners used the site — and where friction existed.

Our strategy focused on:

Rebuilding the information architecture to support intuitive navigation.
Designing a modular CMS system in WordPress for flexibility.
Modernizing the brand identity with refreshed typography, a neutral palette, and simplified iconography.
Improving discoverability of key resources like PQIs and podcasts.
Optimizing SEO and performance, ensuring content loads quickly across devices.

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execution

Our execution combined design strategy with agile development.

Created user-centric wireframes to test navigation and content groupings.
Developed a performance-optimized WordPress build hosted on WP Engine.
Integrated structured taxonomies for content tagging and SEO.
Designed a flexible CMS for easier publishing of PQIs, podcasts, and event updates.
Implemented a security-first approach, protecting user data and partner resources.

We also designed for long-term growth, ensuring the site could accommodate Salesforce integrations, non-dues revenue features, and future brand evolutions — including a potential name change.

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Typography

Font Selection

Red Hat Text, Helvetica Neue

H1 Sizes

NCODA

Size: Desktop:

60px, 7vw, 68px

Tablet:

60px, 7vw, 68px

Mobile:

60px, 7vw, 68px

h2 Sizes

NCODA

Size: Desktop:

38px, 5.25vw, 42px

Tablet:

38px, 5.25vw, 42px

Mobile:

38px, 5.25vw, 42px

Paragraph / Regular M

Every interface begins with empathy. We craft experiences that connect people, simplify decisions, and enhance how users move through the world.

Size: Desktop:

18 px

Tablet:

16 px

Mobile:

16 px

Colors

Solid

Primary

#122C5F

Secondary

#254583

Accent 01

#EB5C1E

Accent 02

#071839

Black

#DCDEE3

White

#F2F2F2

Buttons

Primary

About NCODA

Secondary

About NCODA

results

Streamlined navigation improved content discovery and user retention
PQI downloads and resource engagement increased significantly post-launch
Optimized site speed and mobile performance across all key pages
Established scalable CMS structure for easier updates and future integrations
Strengthened NCODA’s brand consistency and professional credibility
Positioned the organization for future Salesforce integration and long-term growth
42% increase in PQI resource downloads within the first quarter post-launch
37% improvement in page load speed and overall performance scores
+25% boost in SEO visibility for clinical and educational resource pages
30% increase in mobile traffic engagement after responsive optimization
Delivered on time for the December ASH Conference, aligning with NCODA’s event-driven visibility goals
Reduced content publishing time by 50% with modular CMS components
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Testimonial

“No one has done more with the sh***iest website ever than we have. The redesign finally reflects the quality of our work and the people behind it. It’s intuitive, modern, and something we’re proud to show our partners.”— Patrick Connelly, Chief Development & Strategy Officer, NCODA

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