ERA
Building institutional value through design
Scaling healthcare UX
for public impact
Building institutional value through design
European
Renal Association ecosystem
European
Renal
Association
ecosystem
European
Renal Association ecosystem
Client
Client
ERA - European Renal Association
ERA - European Renal Association
Role
Role
Product Designer
Product Designer
Leaded by a Senior UX & Service designer in a cross-functional team.
Worked alongside healthcare experts, SEO experts, UI designers, devs.
Leaded by a Senior UX & Service designer in a cross-functional team.
Worked alongside healthcare experts, SEO experts, UI designers, devs.
Time span
Time span
November 2022 - March 2023
November 2022 - March 2023
Challenge
Before the redesign, ERA’s digital presence was scattered across multiple standalone websites, microsites, and outdated platforms.
Content was redundant or inconsistent, and users struggled to navigate services, congress info, or membership tools.
Challenge
Each administrative area managed cancer screening programs using different software systems, based on local processes and governance that were not aligned.
This scenario made it impossible to have a unified overview of the situation, limiting both performance and the ability to compare data against regional targets.
Our goal
Our goal
Create a unified digital ecosystem that reflected ERA’s strategic vision.
Making its services, values, and institutional role clear, accessible and scalable across audiences and time.
Client
Client
ERA - European Renal Association
ERA - European Renal Association
Role
Role
Product Designer
Product Designer
Leaded by a Senior UX & Service designer in a cross-functional team.
Worked alongside healthcare experts, SEO experts, UI designers, devs.
Leaded by a Senior UX & Service designer in a cross-functional team.
Worked alongside healthcare experts, SEO experts, UI designers, devs.
Time span
Time span
November 2022 - March 2023
November 2022 - March 2023
Challenge
Challenge
Before the redesign, ERA’s digital presence was scattered across multiple standalone websites, microsites, and outdated platforms.
Content was redundant or inconsistent, and users struggled to navigate services, congress info, or membership tools.
Before our work, vaccination in Lombardy was fragmented across legacy tools, paper forms, and multiple operators with conflicting workflows.
The system lacked agility, coordination, and emergency resilience, especially under
COVID-19.
Our goal
Our goal
Create a unified digital ecosystem that reflected ERA’s strategic vision.
Making its services, values, and institutional role clear, accessible and scalable across audiences and time.
Create a unified digital ecosystem that reflected ERA’s strategic vision.
Making its services, values, and institutional role clear, accessible and scalable across audiences and time.
No tactics without
trajectory
No tactics without
trajectory
No tactics
without
trajectory
Strategic activities
Strategic activities
My role was to shape a shared understanding of ERA’s audiences, content flows, and editorial goals across people that spoke different “languages”.
My role was to shape a shared understanding of ERA’s audiences, content flows, and editorial goals across people that spoke different “languages”.
Conducted benchmark on international competitors
Ran stakeholder alignment workshops to define shared success criteria
Conducted content audits across 5+ web domains
Facilitated decision-making with structured presentations
Delivered annotated documentation to support implementation
Timeline
Timeline
The design stream was structured around regular alignment with the client, following feasibility checks with the development team.
Once the wireframing phase was completed, we moved on to supervising the UI and creating templates to serve as guidelines for populating the new website.
The design stream was structured around regular alignment with the client, following feasibility checks with the development team.
Once the wireframing phase was completed, we moved on to supervising the UI and creating templates to serve as guidelines for populating the new website.
Research
IA + Wireframing
Hi-fi design
Research
IA + Wireframing
Hi-fi design
We grounded structure in evidence
We grounded structure in evidence
Methodology
Methodology
We combined qualitative research, competitive analysis, and participatory techniques to understand the expectations, pain points, and content behaviors of ERA's key audiences.
Thanks to this work, we could redefine the site's structure and navigation logic.
We combined qualitative research, competitive analysis, and participatory techniques to understand the expectations, pain points, and content behaviors of ERA's key audiences.
Thanks to this work, we could redefine the site's structure and navigation logic.
Mapped digital content strategies of leading medical societies (e.g. ESC, ESMO, EULAR)
Mapped digital content strategies of leading medical societies (e.g. ESC, ESMO, EULAR)
Mapped digital content strategies of leading medical societies (e.g. ESC, ESMO, EULAR)
Analyzed their IA models, editorial logic, and membership flows
Analyzed their IA models, editorial logic, and membership flows
Analyzed their IA models, editorial logic, and membership flows
Desk research & benchmarking
Desk research & benchmarking
Desk research & benchmarking
This gave us a strategic lens on ERA’s positioning and highlighted innovation gaps and best practices to draw from.
This gave us a strategic lens on ERA’s positioning and highlighted innovation gaps and best practices to draw from.
This gave us a strategic lens on ERA’s positioning and highlighted innovation gaps and best practices to draw from.
11 in-depth interviews
11 in-depth interviews
11 in-depth interviews
Participants
Participants
Participants
Healthcare professionals, researchers, patients, and internal stakeholders from ERA.
Healthcare professionals, researchers, patients, and internal stakeholders from ERA.
Healthcare professionals, researchers, patients, and internal stakeholders from ERA.
How we did it
How we did it
How we did it
We use think-aloud method and transcripts were open-coded to cluster needs, motivations, and pain points.
We use think-aloud method and transcripts were open-coded to cluster needs, motivations, and pain points.
We use think-aloud method and transcripts were open-coded to cluster needs, motivations, and pain points.
1.
Healthcare professionals often struggle to find relevant information due to cluttered and complex navigation. This is especially important for users who need to make
quick decisions in clinical practice.
2.
Users who seek a sense of community and
professional growth may benefit from highlighting the tangible and intangible
benefits of ERA membership
Key
research
insights
Key
research
insights
Key
research
insights
1.
Healthcare professionals often struggle to find relevant information due to cluttered and complex navigation. This is especially important for users who need to make
quick decisions in clinical practice.
2.
Users who seek a sense of community and
professional growth may benefit from highlighting the tangible and intangible
benefits of ERA membership
Personas
Personas
Personas
Based on recurring patterns across interviews, we shaped two strategic personas that captured distinct needs, behaviors, and motivations. These guided design decisions and helped align internal stakeholders around user priorities.
Based on recurring patterns across interviews, we shaped two strategic personas that captured distinct needs, behaviors, and motivations. These guided design decisions and helped align internal stakeholders around user priorities.
Based on recurring patterns across interviews, we shaped two strategic personas that captured distinct needs, behaviors, and motivations. These guided design decisions and helped align internal stakeholders around user priorities.
Card sorting workshop
Card sorting workshop
Card sorting workshop
Goal
Goal
Goal
Validate and align expectations on content categories.
Validate and align expectations on content categories.
Validate and align expectations on content categories.
Outcome
Outcome
Outcome
Revealed taxonomy mismatches and hidden redundancies in the original IA.
Revealed taxonomy mismatches and hidden redundancies in the original IA.
Revealed taxonomy mismatches and hidden redundancies in the original IA.
Tree Testing (As-is vs To-be)
Tree Testing (As-is vs To-be)
Tree Testing (As-is vs To-be)
Method
Method
Method
Online testing on key content-finding tasks
Online testing on key content-finding tasks
Online testing on key content-finding tasks
Participants
Participants
50 users matching our personas
50 users matching our personas
Key insight
Key insight
Key insight
New IA improved task success rate by +27%
Users reached their target content 40% faster on average
New IA improved task success rate by +27%
Users reached their target content 40% faster on average
New IA improved task success rate by +27%
Users reached their target content 40% faster on average
The new information architecture
The new information architecture
The new information architecture
We redesigned ERA’s Information Architecture to reflect how users actually seek information.
The new structure supports different user mindsets and simplifies access to key content areas.
We redesigned ERA’s Information Architecture to reflect how users actually seek information.
The new structure supports different user mindsets and simplifies access to key content areas.
We redesigned ERA’s Information Architecture to reflect how users actually seek information. The new structure supports different user mindsets and simplifies access to key content areas.
Old
Old
Scattered subdomains with inconsistent structures
Scattered subdomains with inconsistent structures
Top-down navigation, menu-dependent
Top-down navigation, menu-dependent
One-size-fits-all categorization
One-size-fits-all categorization
Menu as primary navigation
Menu as primary navigation
Clinical and patient content hard to locate
Clinical and patient content hard to locate
New
New
Unified structure with all subdomains integrated
Unified structure with all subdomains integrated
Topic-based and task-oriented navigation
Topic-based and task-oriented navigation
Multi-entry paths by topic, type, and audience
Multi-entry paths by topic, type, and audience
Burger nav + cross-referencing content
Burger nav + cross-referencing content
New sections: Clinical Guidance & For patients
Two new destinations for underserved users
Two new destinations for underserved users
Two new destinations for underserved users
We introduced Clinical Guidance and For Patients—two brand-new sections explicitly designed for user groups previously underserved by ERA’s site:
Practicing nephrologists, who need quick access to clinical recommendations and tools
Patients, seeking understandable, relevant information about their condition
These additions support role-specific journeys and make the site inclusive for all parts of the ERA ecosystem.
We introduced Clinical Guidance and For Patients—two brand-new sections explicitly designed for user groups previously underserved by ERA’s site:
Practicing nephrologists, who need quick access to clinical recommendations and tools
Patients, seeking understandable, relevant information about their condition
These additions support role-specific journeys and make the site inclusive for all parts of the ERA ecosystem.
We introduced Clinical Guidance and For Patients—two brand-new sections explicitly designed for user groups previously underserved by ERA’s site:
Practicing nephrologists, who need quick access to clinical recommendations and tools
Patients, seeking understandable, relevant information about their condition
These additions support role-specific journeys and make the site inclusive for all parts of the ERA ecosystem.
Information Architecture To-Be
Information Architecture To-Be
Information Architecture To-Be
Every module tells a piece of the ERA story
Every module tells a piece of the ERA story
Every module tells a piece of the ERA story
A homepage built for discovery
A homepage built for discovery
The homepage follows an editorial logic that reflects user content expectations: prioritized, purposeful, and easy to scan.
We adopted a modular approach, enabling flexible use of custom components across different sections. This not only supports future scalability but also ensures a fluid responsive experience across devices.
The homepage follows an editorial logic that reflects user content expectations: prioritized, purposeful, and easy to scan.
We adopted a modular approach, enabling flexible use of custom components across different sections. This not only supports future scalability but also ensures a fluid responsive experience across devices.
More scroll, less guesswork
More scroll, less guesswork
The shift from institution-centered to user-centered design is most evident in the new Working Groups pages.
(Working Groups = Research groups producing different types of content)
Instead of hiding content behind nested accordions, we adopted a scroll-first layout that surfaces information progressively. This approach reduces cognitive load and helps new users find what they need without prior knowledge.
To support cross-navigation, we built a custom tagging system that dynamically pulls in related content. This allows users to explore ERA’s ecosystem by topic, not just by section.
The shift from institution-centered to user-centered design is most evident in the new Working Groups pages.
(Working Groups = Research groups producing different types of content)
Instead of hiding content behind nested accordions, we adopted a scroll-first layout that surfaces information progressively. This approach reduces cognitive load and helps new users find what they need without prior knowledge.
To support cross-navigation, we built a custom tagging system that dynamically pulls in related content. This allows users to explore ERA’s ecosystem by topic, not just by section.
More scroll, less guesswork
More scroll, less guesswork
We leveraged storytelling power to highlight ERA membership benefits, aiming to grow membership and encourage renewals. We used ERA's core pillars - Education, Science, and Networking - to feature the following:
Stories from members, showcasing tangible and intangible value
Tangible and intangible benefits
ERA's role as a leading Mediterranean community-builder
We leveraged storytelling power to highlight ERA membership benefits, aiming to grow membership and encourage renewals. We used ERA's core pillars - Education, Science, and Networking - to feature the following:
Stories from members, showcasing tangible and intangible value
Tangible and intangible benefits
ERA's role as a leading Mediterranean community-builder
A homepage built for discovery
A homepage built for discovery
The homepage follows an editorial logic that reflects user content expectations: prioritized, purposeful, and easy to scan.
We adopted a modular approach, enabling flexible use of custom components across different sections. This not only supports future scalability but also ensures a fluid responsive experience across devices.
The homepage follows an editorial logic that reflects user content expectations: prioritized, purposeful, and easy to scan.
We adopted a modular approach, enabling flexible use of custom components across different sections. This not only supports future scalability but also ensures a fluid responsive experience across devices.
More scroll, less guesswork
More scroll, less guesswork
The shift from institution-centered to user-centered design is most evident in the new Working Groups pages.
(Working Groups = Research groups producing different types of content)
Instead of hiding content behind nested accordions, we adopted a scroll-first layout that surfaces information progressively. This approach reduces cognitive load and helps new users find what they need without prior knowledge.
To support cross-navigation, we built a custom tagging system that dynamically pulls in related content. This allows users to explore ERA’s ecosystem by topic, not just by section.
The shift from institution-centered to user-centered design is most evident in the new Working Groups pages.
(Working Groups = Research groups producing different types of content)
Instead of hiding content behind nested accordions, we adopted a scroll-first layout that surfaces information progressively. This approach reduces cognitive load and helps new users find what they need without prior knowledge.
To support cross-navigation, we built a custom tagging system that dynamically pulls in related content. This allows users to explore ERA’s ecosystem by topic, not just by section.
More scroll, less guesswork
More scroll, less guesswork
We leveraged storytelling power to highlight ERA membership benefits, aiming to grow membership and encourage renewals. We used ERA's core pillars - Education, Science, and Networking - to feature the following:
Stories from members, showcasing tangible and intangible value
Tangible and intangible benefits
ERA's role as a leading Mediterranean community-builder
We leveraged storytelling power to highlight ERA membership benefits, aiming to grow membership and encourage renewals. We used ERA's core pillars - Education, Science, and Networking - to feature the following:
Stories from members, showcasing tangible and intangible value
Tangible and intangible benefits
ERA's role as a leading Mediterranean community-builder
The real value emerged after launch
The real value emerged after launch
The real value emerged after launch
Users can explore without knowing the ERA map
Users can explore without knowing the ERA map
From dense structure to scrollable, intuitive content
From dense structure to scrollable, intuitive content
Dedicated sections for clinicians and patients
Dedicated sections for clinicians and patients
Cross-linked pages reduced navigation friction
Cross-linked pages reduced navigation friction
From scientific hub to service-driven experience
From scientific hub to service-driven experience
Unified ecosystem replaces fragmented subdomains
Unified ecosystem replaces fragmented subdomains
Nephrologists and patients addressed from one place
Nephrologists and patients addressed from one place
Modular components to scale and editorial agility
Modular components to scale and editorial agility
Publishing became part of the user experience
Publishing became part of the user experience
Stakeholders agree on personas and journeys
Stakeholders agree on personas and journeys
Navigation no longer relies on institutional labels
Navigation no longer relies on institutional labels
Content is structured to grow with ERA’s strategy
Content is structured to grow with ERA’s strategy
Users can explore without knowing the ERA map
From dense structure to scrollable, intuitive content
Dedicated sections for
clinicians and patients
Cross-linked pages reduced
navigation friction
From scientific hub to
service-driven experience
Unified ecosystem replaces fragmented subdomains
Nephrologists and patients addressed from one place
Modular components to scale and editorial agility
Publishing became part of the user experience
Stakeholders agree on personas and journeys
Navigation no longer relies on institutional labels
Content is structured to grow with ERA’s strategy
The most
valuable
lesson
The most
valuable
lesson
Helping the client move from “What do we want to say?” to “What do users need to find?” took a lot of facilitation.
Helping the client move from “What do we want to say?” to “What do users need to find?” took a lot of facilitation.
Seeing the “For Patients” section go live.
That meant ERA was finally speaking directly to people it used to overlook. It changed how they see themselves as an organization.
Seeing the “For Patients” section go live.
That meant ERA was finally speaking directly to people it used to overlook. It changed how they see themselves as an organization.
The real
success
The real
success
ERA
Strategic activities
My role was to shape a shared understanding of ERA’s audiences, content flows, and editorial goals across people that spoke different “languages”.
Conducted benchmark on international competitors
Ran stakeholder alignment workshops to define shared success criteria
Conducted content audits across 5+ web domains
Facilitated decision-making with structured presentations
Delivered annotated documentation to support implementation
Timeline
The design stream was structured around regular alignment with the client, following feasibility checks with the development team.
Once the wireframing phase was completed, we moved on to supervising the UI and creating templates to serve as guidelines for populating the new website.
Research
IA + Wireframing
Hi-fi design
Research
IA + Wireframing
Hi-fi design
We grounded structure in evidence
The most
valuable
lesson
Helping the client move from “What do we want to say?” to “What do users need to find?” took a lot of facilitation.
The real
success
Seeing the “For Patients” section go live. That meant ERA was finally speaking directly to people it used to overlook. It changed how they see themselves as an organization.
Methodology
Methodology
We combined qualitative research, competitive analysis, and participatory techniques to understand the expectations, pain points, and content behaviors of ERA's key audiences.
Thanks to this work, we could redefine the site's structure and navigation logic.
We combined qualitative research, competitive analysis, and participatory techniques to understand the expectations, pain points, and content behaviors of ERA's key audiences.
Thanks to this work, we could redefine the site's structure and navigation logic.
Want to collaborate? Share an idea?
Or maybe a great recipe?
Contact me
marco.antelmi93@gmail.com
phone
+39 3425084026
©2025
Design & Build by Marco Antelmi
Want to collaborate? Share an idea?
Or maybe a great recipe?
Contact me
marco.antelmi93@gmail.com
phone
+39 3425084026
©2025
Design & Build by Marco Antelmi
Want to collaborate? Share an idea?
Or maybe a great recipe?
Contact me
marco.antelmi93@gmail.com
phone
+39 3425084026
©2025
Design & Build by Marco Antelmi