Verato: Simplifying Complexity for a Healthcare Technology Leader
Transforming a highly technical SaaS platform into a clear, human-centered digital experience
Client: Verato
Industry: SaaS, Healthcare, B2B
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
Overview & Role
Verato needed a digital experience that could translate its highly technical identity data platform into a human, accessible story for healthcare, government, and enterprise buyers.
As Creative Director, I led the full redesign including research, UX strategy, IA, visual direction, storytelling, and design system creation. I partnered with product, marketing, and sales teams to align the narrative, simplify complexity, and build a scalable framework that could evolve with Verato’s rapid growth.
Impact
The redesigned Verato website repositioned the company as a category leader with a clear, humanized message. The new system improved conversions across key audiences, accelerated deal velocity, and gave the internal team autonomy to iterate quickly using a modular component library. The experience clarified Verato’s value, strengthened trust, and reinforced its leadership in identity data management.
The Challenge
Verato’s previous website was dense, technical, and difficult for prospects to navigate. The information architecture obscured the platform’s value, and key buyers struggled to understand how identity data improves real-world outcomes across health systems and government agencies.
The challenge was to simplify complexity, unify Verato’s story, and create a scalable digital system that communicated both authority and accessibility.
The Approach
Uncovering Insights and Aligning Strategy
I led discovery sessions with product, marketing, and sales teams to understand how Verato’s technology drives outcomes for patients, providers, and partners.
These insights reframed the narrative around connection, accuracy, and real-world impact.
Restructuring Architecture and User Flow
I facilitated collaborative workshops to reorganize the site’s information architecture, simplify navigation, and guide users through solutions by market and use case.
Using FigJam wireframes, we built alignment across teams and validated new structures with rapid prototyping.
FigJam Collaborative Information Architecture
FigJam Collaborative Wireframes
Designing a Scalable System and Story
I directed the visual language and component system that grounded Verato’s brand in clarity and trust.
Modular components, interaction patterns, and narrative modules created a flexible system that scaled across product lines and campaigns.
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Clear Navigation for Offerings
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Flexible Access Points for Users
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Animated Customer Journey Storytelling
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Narratives of Customer Journey
Key Solutions
A simplified and cohesive experience that:
Humanizes technical concepts through narrative, visuals, and clear hierarchy
Helps prospects evaluate solutions by market, use case, and role
Provides flexible templates for campaigns and marketing initiatives
Strengthens brand consistency across every digital touchpoint
Before: Verato Homepage
After: Verato Homepage
Outcomes
Repositioned Verato as a category leader with a clear, humanized message
Increased engagement and inbound conversions across key audiences
Accelerated deal velocity with major healthcare systems
Enabled faster iteration through a modular WordPress system
Strengthened confidence and consistency across every digital touchpoint
Reflection
This project strengthened my belief that design’s greatest power lies in clarity. By transforming a complex enterprise product into a human story, I saw how thoughtful strategy and design empower both teams and users. It continues to influence how I guide cross-functional partners through complex, multi-stakeholder challenges.