MD Anderson
As a leading cancer center, MD Anderson recognized the need to modernize its digital presence to better serve all users, including those with disabilities. Ensuring ADA compliance became a priority to provide an inclusive and accessible online experience for every patient and caregiver.
Welcome to the fight
The Challenge
Despite being the #1 cancer center in the U.S., MD Anderson lost its top ranking in 2014 to the Mayo Clinic—partly due to digital accessibility shortcomings. At a time when patient trust and access were increasingly shaped by digital experiences, MD Anderson needed a complete transformation of its online presence. The website was not ADA compliant, lacked cohesive branding, and presented usability barriers for patients, families, and referring physicians.
Year
2014 - 2018
Role
Senior Art Director
Agency
Publicis Sapient
Sapient Nitro
Creative Team
Scott Jennings
CD
Shawn Hoekstra
ACD
Chetan Bagga
UX CD
Anna Kowalak
UX
Jordan Heber
Strategy
The Solution
We led a complete overhaul of MD Anderson's digital ecosystem, focusing on ADA compliance, intuitive navigation, and cohesive branding. The redesigned website featured a clean, accessible design system that prioritized clarity and usability. Despite housing thousands of research pages and treatment details, the site's intuitive navigation made it easy for users to find critical information without friction. Visual consistency across page types brought a sense of calm and trust, reinforcing the brand’s mission while supporting users during often vulnerable moments.
A Long-Term Partnership
Over four years, I was deeply embedded in MD Anderson's transformation journey, traveling weekly to Houston to collaborate closely with internal teams. My role extended beyond design—
I guided the organization through significant brand and usability transformations, ensuring every change aligned with both patient needs and institutional goals.
Our strong partnership led to additional projects, including the redesign of their intranet and involvement in the Moon Shots Program. Launched in 2012, the Moon Shots Program aimed to rapidly reduce cancer deaths and transform cancer care, aligning with national efforts such as Vice President Joe Biden's Cancer Moonshot initiative in 2016 .
Deliverables
Brand Positioning
Brand Tone + Messaging
Brand Language Design
Experience Design
A Clean, Accessible Experience
The redesigned MDAnderson.org presents a calm, modern interface rooted in clarity and accessibility. Clean layouts, high-contrast type, and simplified color palettes support ADA compliance while maintaining the warmth and professionalism expected of a world-class medical institution.
Despite the complexity of the content—spanning thousands of research pages, treatment details, and patient resources—the site’s structure was thoughtfully organized for ease of navigation. Smart content hierarchies, intuitive menus, and refined search functionality help users quickly find the information they need, whether they’re patients, caregivers, researchers, or referring physicians. The result is a digital experience that’s not only compliant, but also compassionate, empowering, and effortless to use.
Reframing the Patient as a Fighter
We shifted the narrative—rebranding patients as fighters, not just recipients of care. These were individuals on the front lines of their cancer battles, supported by the expertise and innovation of MD Anderson. Our campaign featured real survivors whose strength and resilience embodied the spirit of the institution.
The response was profound. Patients saw themselves in the stories we told. The MD Anderson team felt a renewed sense of purpose. “Fuel the fight. Fund the cure” became more than a tagline—it became a shared rallying cry.
Reimagining Internal Workflows
As our partnership deepened, we were also tasked with completely rethinking how MD Anderson functioned internally. We led a full redesign of their intranet — transforming it from a static repository into a dynamic, intuitive platform that empowered staff to collaborate, access tools, and navigate resources more efficiently. This refresh not only improved day-to-day operations but also aligned internal communications with the organization’s evolving digital standards.
Designing for the
Cancer Moonshot
When MD Anderson was selected to participate in the Cancer Moonshot initiative launched by then–Vice President Joe Biden in 2016, they asked us to envision a digital platform worthy of this historic mission. We created a bold, forward-looking experience that felt as ambitious as the program itself. The site highlighted each targeted cancer and the dedicated researchers leading the charge, making complex information feel accessible and inspiring. The futuristic design reflected the groundbreaking nature of the work — a digital tribute to innovation, collaboration, and hope.
