Healthcare / Software / B2B
Simplifying complexity for a healthcare technology leader
Client: Verato
Role: Creative Director, Strategist, IA, UX
Team: Account Director, Associate Creative Director, Senior Designer, Senior Developer, Senior Account Manager, Project Manager, Junior Designer, Client Stakeholders
Agency: Glantz
The redesigned Verato website transformed how the company communicates its highly technical identity data management platform—humanizing a complex B2B offering and improving conversion across C-suite prospects. The refreshed experience clarified Verato’s market leadership, boosted engagement, and supported faster lead generation within the first quarter after launch.
As Creative Director, I led UX strategy, design direction, and client facilitation—translating deep technical concepts into an accessible and compelling digital story for healthcare, government, and technology audiences.
Verato’s original website was weighed down by technical jargon and dense information architecture, making it difficult for potential clients to understand its value proposition. The company needed to position itself as both a trusted data authority and a human-centered innovator—while supporting marketing goals of increased conversions and talent attraction.
Our challenge was to simplify the complexity of identity data management and build a flexible digital system that could evolve alongside Verato’s fast-growing enterprise offerings.
The Challenge
I led discovery sessions with Verato’s product managers, sales, and marketing teams to uncover how their technology created real-world impact for patients, providers, and partners. These insights informed our storytelling approach—framing Verato not just as a software provider, but as a connector improving healthcare outcomes.
To align leadership and accelerate approvals, I facilitated over a dozen remote working sessions focused on information architecture, UX flows, and component design. Using collaborative tools, we co-created solutions that balanced technical accuracy with emotional clarity, ensuring that every stakeholder felt invested in the outcome.
The Approach
Guided by the insight that clarity drives confidence, I directed the team through IA restructuring and content hierarchy refinement to highlight solutions by market and use case. The visual design extended Verato’s brand system with modular components, enabling scalable storytelling across audiences.
Each interaction—navigation patterns, visual cues, and messaging modules—was crafted to move prospects efficiently from interest to understanding to conversion. The new WordPress component library empowered Verato’s internal design and marketing teams to iterate rapidly based on analytics and client feedback.
From Insights to Design
FigJam Collaborative Wireframes
FigJam Collaborative IA
Focused Navigation Through IA Strategy
Verato Homepage
Animated Customer Journey Storytelling
Narratives of Customer Journey
Flexible UX Guides User