Building Trust for
FamilyDoctor.org
Background
The American Academy of Family Physicians (AAFP) owned FamilyDoctor.org, but needed to refresh their digital strategy for the site. They wanted to focus on strengthening the relationship between patients and their family doctors, while also combating medical misinformation and being a credible source of truth.
Objectives
- Rework the taxonomy to make content more discoverable
- Redesign the site to help it stand apart from the AAFP brand
- Propose and create new interactive modules
Comparing the old site with the new redesign.
We created a new design language for FamilyDoctor.org, leaning into pastel tones and bringing in patterns and softness to appeal to our millennial audience.
This language was also used as the base for social media, video content, and ads.
This language was also used as the base for social media, video content, and ads.
(c) 2026 Diane Park • Email Me