+68%
Event Signups
- Years
- 2016-2019
- Company
- Broward Health
- My Role
- Website Master / Marketing Expert
Transforming & Managing the Broward Health Website
My main responsibility during my time at Broward Health
When I joined Broward Health as the Web Master and Lead Designer, I saw an opportunity to transform their digital presence into a more user-centered and cohesive platform. The organization’s websites served as vital tools for patients, employees, and vendors, but they required significant improvements in functionality, accessibility, personalization, and design consistency.
My role spanned UX research, design management, front-end development, and CMS administration, allowing me to create an integrated approach that connected marketing, IT, and clinical teams. By leveraging data-driven UX decisions, personalization strategies in Sitecore, and structured workflows, I helped transform Broward Health’s digital platforms into user-friendly, scalable, and engaging experiences.
- Technologies
- Photoshop, InVision, Illustrator, Sitecore, Microsoft Office 365, Google Analytics, ServiceNow, HTML, CSS, Trello
My Contributions
Leading Design for Key Website Features
I redesigned critical sections of the website, ensuring improved usability and alignment with organizational goals:
- “Classes & Events” Section: Simplified browsing and registration with a user-friendly layout, boosting signups by 68%.
- “News” Section: Designed a visually engaging layout to highlight stories and announcements while reinforcing the Broward Health brand.
- “Find a Doctor” Section: Introduced tabs to segment doctors who were independently affiliated versus those employed by Broward Health, increasing clarity for users. This redesign led to a 7% increase in calls to doctors employed by Broward Health.
- Landing Pages: Redesigned the navigation to improve access to individual hospital pages, resulting in a 35% increase in traffic to these landing pages.
- “Clinical Trials" section: Created a section for learning about and signing up, which increased registrations by 15%.
UX Research and UI Design
I incorporated user experience research and analytics into the decision-making process:
- Conducted A/B testing to optimize the placement of the search bar on the homepage, which resulted in a 21% increase in its usage.
- Used analytics to redesign the mega-menu navigation, ensuring key pages were easier to access and improving overall site usability.
- Researched user behaviors through session recordings, heatmaps, and surveys, to get a user-centric view, and make informed design changes across various sections of the website.
- Created wireframes, information architecture, user flows, prototypes, and functionality documentation to communicate ideas to stakeholders, and guide developers.
- Worked on cross-browser testing and troubleshooting to maintain a consistent user experience across devices.
- Collaborated with the IT team to ensure the website was compliant with HIPAA regulations and ADA accessibility standards.
CMS Management
As the primary administrator of the Sitecore CMS, I managed content updates, compliance requirements, and user permissions:
- Created and maintained user roles and permissions to ensure each department had appropriate access to their sections of the site.
- Trained departmental users on how to use the CMS effectively, empowering them to manage their own content while maintaining consistency and compliance.
- Managed content workflows across multiple teams to ensure updates were timely, accurate, and accessible.
- Guided and supervised developers to ensure all updates followed semantic and accessible coding standards.
- Contributed to the front-end development for modules such as the navigation mega-menu and the doctor cards in the search results, using HTML, CSS, and LESS.
Bridging IT and Marketing Departments
A key part of my role involved fostering collaboration between IT and marketing to align digital efforts:
- Optimized local SEO, driving increased traffic to key consumer-facing pages like “Find a Doctor” and “Classes & Events.”
- Collaborated on internal and external email marketing campaigns, ensuring alignment with website content to create seamless user journeys from email to web pages.
- Recommended and created content for multiple web properties, including the consumer-facing website, employee portal, and doctor portal, ensuring all platforms supported organizational goals.
- Ran monthly analytical reports for key stakeholders to track and modify marketing strategies and business insights.
+21%
Search Engagement
+7%
Doctor Appointments
+35%
Site Engagement
Overall, my experience at Broward Health refined my ability to lead design initiatives, create structured workflows, and collaborate effectively with cross-functional teams to deliver impactful digital solutions. It reinforced my belief in the power of well-structured design systems, data-informed decision-making, and strategic leadership to drive meaningful user engagement and long-term success.
- Design Management & UX Strategy
- Collaboration & Cross-Departmental Alignment
- System & Process Optimization
- Scalability & Future-Proofing
Conclusion
My contributions to the Broward Health website transformed it into a more engaging, accessible, and user-centered platform. By conducting UX research, leading design initiatives, managing the CMS, and fostering collaboration across departments, I delivered measurable improvements that benefited both internal teams and the community. This project highlighted my ability to combine design, development, and leadership to create impactful digital solutions.
Words from my colleagues
He impressed us at Broward Health right from the start. Many candidates had been interviewed for the position, but he stood out among them all. Not only did he present himself well, but he came with ideas and solutions to answers as if already knew what was needed. The fact was, he does have that type of vision and perspective in all the work he performs.
Cesar has a remarkable ability to quickly understand the needs for any project and provide recommendations and designs that are even better than anticipated. His marketing and design background allow him to be creative and deliver the right message to the right audience, whether through websites, digital campaigns, programming, or the many other platforms in which he works. Personally, he is one of the nicest people I've ever had the pleasure of knowing, and he works well in diverse groups. It's indeed an honor to work with and learn from someone with such passion for all that he does. I recommend Cesar without hesitation.
Great talent does not hide itself. That's exactly how I feel about Cesar. I've had the pleasure to work with Cesar for more than 2 years at Broward Health. He is a wonderful person to work with, team player and most importantly one of the most artistic talented individuals I've worked with. His inputs and suggestions were always a great value to our team. Any team leader would be more than lucky to have Cesar part of their team.
Cesar is a very creative front-end developer. He is a good listener with a great management skill. With his help, we could get the job done quickly and professionally.
Cesar is one of the most talented individuals that I have ever met. He is an amazing designer, he is great with front-end development, and most importantly he is a quick learner. In addition to Cesar’s talent, he is also incredibly personable and a joy to work with. I cannot recommend Cesar highly enough.
