SHRM.Org
Web Design
SHRM Corporate Website
The Challenge
As a leading professional association in the HR space, SHRM’s corporate website no longer reflected the scale or expectations of its 275,000+ members. The experience was visually dated, content-heavy, and difficult to navigate, limiting users’ ability to quickly find relevant information. Additionally, the site was not optimized for mobile or tablet usage—despite a clear shift in user behavior toward these devices. Internally, content editors faced significant friction due to an unintuitive and inefficient CMS, slowing down publishing workflows and content updates.
The Solution
We reimagined the site with a clean, modern, and fully responsive design that performs seamlessly across devices and browsers. The navigation was restructured to improve discoverability and reduce cognitive load, enabling users to access key content more efficiently.
In parallel, we executed a large-scale migration of more than 33,000 pages from SharePoint 2007 to SharePoint 2010. To support long-term scalability and maintainability, we reduced over 75 page templates down to a streamlined set of 10, significantly simplifying content management. The integration of Telerik solutions further enhanced the CMS experience, giving editors greater flexibility, control, and efficiency in managing content.
My Role & Leadership
I led the design and delivery of the redesign, partnering closely with internal stakeholders and external collaborators to align on business goals, user needs, and technical constraints. Working alongside the Project Manager, Information Architects, UX specialists, and developers, I ensured a cohesive vision from strategy through execution. I also managed a team of designers and external vendors, driving timelines, maintaining quality, and enabling a smooth, coordinated rollout.
SHRM Annual Conference & Exposition
With more than 15,000 attendees each year, the SHRM Annual Conference & Exposition microsite serves as a critical digital touchpoint—driving engagement, supporting registration, and delivering a seamless event experience at scale.
The Design
We delivered a modern, accessible, and fully responsive experience that balances visual impact with usability. The site was designed to highlight key conference moments, streamline registration, and integrate a comprehensive, easy-to-navigate event calendar.
The homepage features the venue, keynote speakers, and major sponsors through a cohesive parallax experience that enhances storytelling without compromising performance or accessibility. Strategic calls to action—including prominent registration pathways and email capture—are embedded throughout to maximize conversion and user engagement.
On interior pages, a structured left-hand navigation enables intuitive exploration of sessions by category, allowing users to quickly drill down into relevant content. The “Conference at a Glance” view provides a clear, high-level overview of key sessions, presenting complex scheduling information in a concise and digestible format.
