Multi-Site Migration to Adobe Experience Cloud

Client: Select Health
Role: Product Manager
Platforms: Adobe Experience Manager Cloud
Previous Platforms: Sitecore, WordPress
Domains Migrated:

• selecthealth.org (Sitecore → AEM)
• scripius.org (Sitecore → AEM)
• simplifiedbenefitsadministrators.org (WordPress → AEM)

🎯 Summary

Successfully led the migration and total redesign of Select Health’s web ecosystem. By consolidating Sitecore and WordPress sites into Adobe Experience Manager (AEM), we created a scalable, component-based design system that supports 10 distinct lines of business and three brands, and introduced core Spanish translation for the first time.

💊 Problem Framing

Select Health suffered from "digital fragmentation." With content split across three platforms (Sitecore, WordPress, and legacy AEM), the user experience was inconsistent, branding was drifted, and the lack of Spanish support alienated a key demographic.

The Data

Redundant content, fragmented IA, and frequent platform failures led to high maintenance costs and poor findability for members.

🎻 Role & Team

Product Manager

I led a cross-functional team of developers, consultants, and UX/UI designers. My role was bridging the gap between technical migration requirements and a user-first design overhaul.

🧠 Approach

We moved away from a "lift-and-shift" mentality. Our strategy focused on Manual Content Rationalization and Audience-Based Architecture.

Research

We audited every single page (tracked in Airtable) to map user mental models against business goals, resulting in a new 8-micro-site strategy on selecthealth.org.

Each micro‑site includes:

• Tailored navigation and content hierarchy
• Audience‑specific messaging and CTAs
• Shared design components for consistency
• Independent content governance within a unified platform

🥲 Challenges

The Content Mountain

Auditing thousands of pages manually while maintaining regulatory compliance.

• Platform Learning Curve: Transitioning authors from WordPress/Sitecore to a highly structured AEM component environment.

💡 Solution

• Design System: Developed a unified UI kit in AEM to ensure brand alignment across all 8 micro-sites (Medicare, Medicaid, etc.).
• Audience-Centric IA: Redesigned navigation to reflect how users search (by life stage/plan type) rather than internal department structures.
• Localization First: Integrated Spanish translation directly into the publishing workflow.

📈 Results & Impact

• 100% Platform Consolidation: Eliminated technical debt from legacy WordPress and Sitecore instances.
• Reduced Content Bloat: Significant reduction in page count through the manual audit, improving SEO and findability.
• Inclusivity: Launched comprehensive Spanish support, expanding market reach, and improved overall UI accessibility.
• Operational Efficiency: Drastically faster speed-to-market for content authors using the new component library.

🔮 Next Steps

Implement Adobe AI Agents

• LLM & Sites Optimizers: To increase efficiency and consistency in our SEO/GEO efforts
• Brand Concierge: Provide a natural language search that connects our users with our sites and ancillary product experiences

Adobe Edge Delivery Services

• Improved authoring access and workflows
• Increased performance and improved Google Lighthouse scores