American Medical Association | Digital

Bringing workplace culture into the digital age

How human-centered design propelled AMA’s workplace culture into the digital age
Bringing workplace culture into the digital age

What We Did

With employees demanding more flexibility from their employers, today’s workplace is increasingly going digital – and the American Medical Association (AMA) realized it was falling behind. Meanwhile, leadership found it increasingly difficult to engage employees with the organization’s strategy, to get the team the information they needed, when they needed it, and to enable collaboration through the ranks.  

So the AMA called on West Monroe to develop what would be the organization’s vital communications tool: its intranet. 

Using human-centered design, rapid prototyping frameworks and lean agile product development principles, West Monroe and AMA designed AMAtoday, an intranet platform meeting an array of user demands and positioning the organization for success.  


increase in employees’ daily use of the intranet


reduction in IT Support Center calls, incidents, and email requests from employees


increase in employee visits to business unit pages

Boosting employee engagement through digital transformation

employee workshops and system discovery
design for screens, navigation, and content
iterative build and testing of digital workplace
final content and rollout

The Challenge

To transform its culture for the digital age, AMA needed an integrated online workplace that would align the team to strategic objectives and enhance employee communications to fuel collaboration. 

Together, the AMA and West Monroe designed a platform that supports collaborative functions and knowledge sharing. AMAtoday introduced modern communications tools, search capabilities, digital forms and business process automation tools. It serves as a one-screen information gateway for employees and, perhaps most importantly, it infuses AMA’s culture and systems with digital agility. 

The objectives for this project: 

  • Increasing employee engagement 
  • Enabling self-service 
  • Becoming an information gateway 
  • Connecting employees 

The Undeniable Approach 

Through a multi-disciplinary team of workplace designers, technologists, and healthcare experts, West Monroe conducted an association-wide employee survey and qualitative interviews on the state of the workplace. The next step? How AMA could improve internal processes, communications, and collaboration to gather feedback and inform the platform’s design. 

Using the data collected from the survey and interviews, the team created four personas that represented the motivations, behaviors, interactions, needs, and goals of typical intranet users. The team used personas in every aspect of the project, from design to rollout, matching features to personas to make decisions about visual layout, information architecture, security, and permissions.  

The result was AMAtoday, the award-winning intranet platform designed to increase employee engagement, reduce email traffic and decrease time spent completing manual employment forms. AMAtoday uses a modern cloud intranet, a collaboration platform (including Office 365 and SharePoint Online) and the latest responsive web design technologies and principles.  

Returns You Can Measure  

The new AMAtoday had an immediate impact on AMA’s workplace. 

Employees’ daily intranet use increased from 4% to 54%, while calls and emails to AMA’s IT Support Center decreased by 37%, indicating an engaged workforce empowered by self-service. 

The intranet quickly established itself as an information gateway and workforce connector, too, with a 9,898% increase in visits to its business unit pages and a 32% increase in click-through rate from AMAtoday to other AMA business tools.  

AMAtoday even garnered external recognition when it was named one of the Nielsen Norman Group’s 10 Best Intranets of 2018 – affirmation of its innovative approach to employee engagement and its success ushering AMA’s workplace into the modern digital age.

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