OnlineMedEd

The brief

OnlineMedEd had an established product, audience, and body of content supported by a custom CMS. The website needed a redesign, but the deeper objective was to move the public experience into HubSpot without losing the structure and context the organization depended on.

I contributed to the migration and rebuild across multiple phases of the work.

The migration challenge

Custom systems accumulate behavior over time. Some of it is visible in page templates; some lives in content relationships, publishing habits, redirects, and expectations that are not obvious until the new system is tested.

A successful migration therefore had to distinguish between legacy implementation details and durable product requirements. Copying every old pattern would carry unnecessary constraints forward, while ignoring them could break important user and editorial journeys.

The approach

The redesign and migration were handled as one coordinated program:

• inventory the meaningful content types and page patterns;
• map those needs into HubSpot modules and templates;
• rebuild shared presentation behavior as reusable components;
• migrate content with attention to hierarchy and URL continuity;
• validate representative pages at desktop and mobile widths; and
• give editors controls that matched real publishing responsibilities.

The work focused on making the new platform easier to maintain without flattening the differences between marketing, educational, and product-oriented content.

Why HubSpot was more than the destination

HubSpot introduced a different operating model. The value was not only that pages lived in a new CMS, but that editors could use shared components and content structures with clearer expectations.

That required discipline in module design. Too few options would recreate developer dependency, while unrestricted controls would make the site harder to govern. The implementation aimed for a useful middle ground.

The takeaway

OnlineMedEd demonstrates how I approach long-running migration work: learn what the legacy system is actually doing, preserve the requirements that matter, and use the destination platform to improve both the public experience and the team’s ability to operate it.