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case study

Member-centric website redesign for a managed care organization

A healthcare website case study featuring user research, web accessibility, and a person-centered approach to design.

Four people working together at a white table.
An image of the Cardinal Innovations home page

The challenge

Because of the statewide expansion of its model of managed care, Cardinal Innovations saw rapid growth. As the organization grew, its website needed a redesign.

It was fragmented and disorganized, eventually serving primarily as a document repository. The site featured more than 3,000 valuable PDFs that were difficult to find, impossible to catalog, and provided no SEO benefit.

What’s more, the website didn’t convey their mission. It was not user friendly, lacked mobile accessibility, and didn’t meet the needs of their diverse user groups.

A cropped image of a man holding a mobile phone with the Cardinal Innovations website pulled up.

Our approach

We kicked off this website redesign with a customer segmentation research study. Our goals were to identify relevant industry trends, opportunities within their competitive set, and the needs and preferences of their unique audience segments.

Additionally, we conducted an audit of their internal digital processes and systems and a full CMS evaluation. We wanted to ensure they chose the platform that best met their business needs.

We pulled all this research together into a complete website redesign.

An image of a silver laptop with the Cardinal Innovations website pulled up.

Final experience

We redesigned Cardinal Innovations a brand new, member-centric website on Kentico. The site was optimized for organic search and features a new, easy-to-use menu to help audiences navigate to relevant content quickly and easily. We also built it to meet Level AA WCAG best practices for website accessibility.

Critical information was presented in a way to be easily understood to a variety of complex audiences. And, through a managed digital services contract, we continued to enhance and optimize the site to meet the evolving needs of its visitors.

By the numbers


Drop in site searches


increase in ranking organic keywords


decrease in bounce rate

Accessibile content strategy

Simplifying and optimizing content

We conducted a full content audit for thousands of pages. Throughout this website redesign, we worked closely with the client to determine what was still relevant, what was necessary for members and stakeholders, and what met their regulatory requirements.

We rewrote all content in a new, simple, compassionate tone that better aligned with Cardinal Innovations’ brand. The result was an intuitive new website with a reading grade level appropriate for all its members, and alignment with WCAG 2.0 requirements.

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About the client

Cardinal Innovations Healthcare was a Medicaid managed-care organization (MCO) serving members and families with intellectual and/or developmental disabilities, mental health, or substance use disorder (IDD/MH/SUD) diagnoses across 20 counties in North Carolina. It is now a part of Vaya Health.

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