Overview

Catch Carbon is powered by Rare, a global conservation organization with 40 years of experience driving behavior change across 60 countries. Their mission depends on mobilizing individuals and communities to take actions that benefit both people and the planet.

To expand the voluntary carbon credit market, Rare needed a digital platform that could explain carbon offsets clearly, build trust with everyday users, and convert awareness into action. Nothing quite like it existed. Oomph partnered with Rare across two phases: first to bring the concept to market quickly, then to build the infrastructure to sustain and scale it.

The Challenge

The voluntary carbon market had a visibility problem. Carbon offsets represent a powerful tool for individual climate action, but public awareness remained low. Most people didn’t understand what carbon offsets were, why they mattered, or how to purchase them confidently.

Rare needed more than a website. They needed a digital experience system that could:

And they needed it fast, with the flexibility to learn and adjust as real user behavior emerged.

The Approach

Phase 1: Design and Launch

Oomph led discovery, experience design, and development for Catch Carbon’s initial launch, bringing the platform to market in under three months.

We started with a cohort analysis of more than 20 platforms, from other emerging carbon marketplaces to crowdfunding sites like Kickstarter and Kiva, to understand the landscape and identify what was missing. The research confirmed there were no established best practices; Catch Carbon would need to set its own.

From there, we focused on connection and credibility. User journey mapping helped us anticipate visitor mindsets at every stage: curious on arrival, inspired while browsing, confident at checkout. Our approach included synthesizing project data to showcase aggregate impact, simplifying navigation, standardizing project descriptions, and introducing “Collections” that bundled multiple projects to help users maximize their contribution.

We led Rare through a design language workshop, used style tiles to align on aesthetics quickly, and refined full page designs in real time as we tested the internal API. Seven weeks after kickoff, Catch Carbon launched publicly.

Phase 2: Platform Rebuild

With the concept validated, Rare needed infrastructure to match their ambitions. Oomph designed and built a modern, flexible platform, leading both design and engineering.

We recommended Contentful as the content foundation and React for the front-end experience. This headless architecture separated content management from presentation, giving Rare’s team the ability to update messaging, launch campaign pages, and refine user flows without developer dependencies.

We built a modular design system that balanced clarity, trust, and accessibility across every component, from educational explainers to conversion flows. On the engineering side, we extended Rare’s existing API to support the new platform, working alongside their internal team to ensure seamless data flow and operational continuity.

Throughout, we treated the platform as a system to operate, not a project to complete.

What This Made Possible

Two things made this work: Oomph’s ability to balance speed with rigor, and our commitment to operating as a true partner with Rare. In Phase 1, we moved from vision to launch in weeks without sacrificing design quality. In Phase 2, we built on what had been learned rather than starting over, preserving continuity for users while dramatically improving the underlying infrastructure.

Oomph is personally invested in the kind of environmental work Rare does, which made this collaboration something more than a project.

The Result

Catch Carbon launched v1.0 to the public in seven weeks, marking a milestone for the voluntary carbon credit market and democratizing access for everyday consumers. The platform has since been rebuilt on a modern headless architecture that gives Rare the operational flexibility to test, iterate, and scale on their own terms, supported by a design system that maintains quality and consistency as the audience grows.

Why This Matters

Most organizations in the climate and nonprofit space face the same trade-off: build something fast and limited, or invest in systems that take too long and cost too much. Catch Carbon is proof that speed and sustainability aren’t mutually exclusive. They just require the right partner and the right approach.

By treating digital infrastructure as a system to operate rather than a project to deliver, Rare gained the foundation to test, learn, and scale. And by staying in the partnership across both phases, Oomph helped ensure that what was built in Phase 1 wasn’t discarded. It was built on.

It’s nice to have a partnership [with Oomph] where you guys are so honest, straightforward, hardworking, and thoughtful.

— Catch Carbon

Overview

Bradley Hospital is the nation’s first hospital dedicated exclusively to children’s mental health and behavioral health care, and a teaching hospital for Brown University. Families travel from across the country seeking specialized care. Providers turn to Bradley for clinical expertise, education, and research. The organization’s national reputation is well established.

Previously, Bradley’s website lived inside the broader Brown University Health system site, a shared platform built to serve an entire health system with a wide range of services and audiences. As Bradley’s clinical profile and reach expanded, the opportunity emerged to give the organization its own dedicated digital home: one structured specifically around the people who turn to Bradley, the content they need, and the urgency they often feel when they arrive.

That’s the work Oomph was brought in to do.

The Challenge

Elevating Bradley’s digital presence to match the weight of its clinical reputation meant addressing three interconnected opportunities.

First, consolidating Bradley’s content into a unified, findable home. Some Bradley content lived in its own section of the Brown University Health site, while some was spread throughout the broader system. Key educational resources were either static PDFs or hosted on external platforms with no connection to Bradley’s web presence. Users who found one piece of content had no clear path to related resources. Bringing everything together under a single, purpose-built destination would make that content far more discoverable to those in need.

Second, building a structure around Bradley’s specific audiences. Families searching for care for a child in crisis, providers evaluating referral options, and clinicians seeking professional development have distinct needs and varying levels of urgency. Building a dedicated site allowed us to create an Information Architecture that centered around those three groups: their priorities, their task flows, and the moments when they most need clear answers.

Third, establishing a dedicated search and AEO/GEO presence. A standalone domain with structured, indexable content is the foundation for organic search visibility. It’s also increasingly central to how AI-powered tools and engines surface authoritative health information. Bradley is among the most authoritative institutions in the country on pediatric mental health. A dedicated digital presence would enable that authority to translate directly into discoverability for both traditional search and AI-driven discovery.

The Approach

Oomph partnered with Bradley Hospital leadership, clinicians, and internal stakeholders to understand each audience’s needs before making any structural decisions. Those conversations shaped content priorities, navigation architecture, and the task flows that matter most: finding care, accessing crisis support, making a referral, and registering for a course.

A dedicated platform within a shared infrastructure

The site was built in Drupal using the Domain Access suite of modules. This architecture gave Bradley a fully independent domain and brand while keeping it connected to the Brown University Health ecosystem. Bradley-specific content serves exclusively on BradleyHospital.org. Shared resources adapt dynamically to the appropriate domain and theme. Canonical URL strategies prevent SEO conflicts across the two properties. Bradley’s team gained full control of their digital presence without duplicating the operational overhead of maintaining a separate platform.

Three new content types that replaced fragmentation

One of the most significant structural decisions was building purpose-built content types for Conditions, Courses, and Podcasts, formats designed specifically for how Bradley’s audiences search for and engage with information. A long-standing mental health education publication that had existed only as a PDF became structured, accessible web pages. Courses previously hosted on external platforms moved directly into the site, improving visibility, searchability, and registration flow. Podcasts became indexable content connected to related topics and programs. Taxonomy-driven connections across all three types help users navigate related content naturally, rather than hitting a dead end.

Navigation built for action

A custom “I Want To” quick-action menu surfaces the highest-priority tasks across all user types: finding care, accessing crisis support, exploring programs, and making a referral. Families in stressful moments can reach critical information within one or two clicks. Key conversion pathways, including crisis help, philanthropic giving, career exploration, and educational resources, were elevated in the global navigation to reduce friction wherever a user enters the site.

Design that earns trust without creating distance

Bradley’s visual identity needed to feel distinct from Brown University Health while remaining credible within that system. The design extends the Brown Health palette, then refines it: rounded shapes, thick borders, muted tones, and soft animations that create a sense of warmth and approachability without sacrificing authority. As one key stakeholder described it, the site “speaks ‘professional’ while also having a little lighter touch to it.” Accessibility and mobile responsiveness were integrated throughout, with WCAG best practices and screen reader compatibility front of mind throughout the design process rather than as afterthoughts.

What This Made Possible

Since launching in November 2025, BradleyHospital.org has attracted more than 95,000 new users, with nearly 89,000 sessions driven by organic search, the direct result of the dedicated domain and SEO-structured content. The site’s dedicated domain also helps ensure that Bradley content is correctly attributed and surfaced by AI-powered search tools and generative engines. Clear brand identity, structured content, and a standalone domain are exactly the signals those systems use to identify authoritative sources. For a site that previously had no independent search presence, that volume of organic discovery represents a fundamental shift in how families and providers find Bradley online.

Nearly half of all visitors arrive on mobile (48.1%), which validates both the design investment and a harder truth: families searching for pediatric mental health resources aren’t always doing so from a desk. They’re doing it from a parking lot, a waiting room, or a kitchen table at night. The mobile experience was built for that reality.

Key program and condition pages are generating engagement time that indicates genuine research, not quick bounces. Pages covering intensive OCD and anxiety programs, outpatient services, and levels of care are averaging 50 to 83 seconds of engagement time, a range consistent with focused, task-oriented research behavior. Users spend real time with the content that matters to them before taking action, rather than scanning and bouncing. The Courses page averages 65 seconds. 

The returning user base of 13,000 is meaningful in context. Families researching care for a child often return to a site multiple times before taking action. That return behavior signals that the site is functioning as a trusted resource, not just a one-time destination.

Bradley’s team can now manage, update, and promote their content independently, without navigating the constraints of a shared health system platform. The structured content model makes it faster to add new conditions, publish new courses, and surface new resources without relying on outside support for routine updates.

The result

BradleyHospital.org is a purpose-built digital system that reflects the organization’s national authority in pediatric mental health while meeting the practical, urgent needs of the families and providers it serves. The independent domain, structured content architecture, and accessible design give Bradley both the visibility and the operational foundation to grow its digital presence on its own terms.

The site launched in November 2025 with a user testing initiative now underway to inform the next phase of optimization, an approach that reflects Bradley’s commitment to continuous improvement rather than a one-time launch. Design refinements and accessibility enhancements are being worked into the roadmap as the organization gathers real-world feedback from the community it serves.

Why This Matters

Healthcare organizations known for clinical excellence often find it difficult to showcase their unique strengths when operating within the digital ecosystem of a larger health system. The gap creates real costs: families can’t find care, providers can’t make informed referrals, and educational resources reach a fraction of the audience they should. Closing that gap requires more than a redesign. It requires a system that’s structured to perform, built to be maintained, and designed around the people who need it most.

Structured content distribution is the decoupling of content from presentation through a headless CMS and Content as a Service (CaaS) architecture. It is a sound strategy for organizations managing complex content distribution networks across multiple channels. 

To be the most successful, this digital transformation requires organizations to change both their publishing workflows and their content ownership structures. Governance complexity affects 41% of CaaS adopters (PDF), workflow mismatches impact a third, and training requirements average 14 to 18 weeks. 

We have implemented these systems for clients in healthcare, financial services, and higher education, and the pattern is consistent: the three failures that kill structured content initiatives are the preview gap, the ownership vacuum, and the training deficit. Here is what we have learned about each one — and what actually works.

The Promise 

The pitch for structured content distribution is compelling: create content once, store it as modular data in a headless CMS, deliver it via API to any channel (web, mobile, kiosks, AI agents) without reformatting. The CaaS market is projected to reach $2.8 billion by 2035, and over 65% of enterprises have adopted headless CMS architectures.

What they do not tell you is that integration challenges affect 46% of adopters using legacy CMS platforms, and that 31% of enterprises encounter deployment delays exceeding six months. The technology works, but the governance requires just as much attention and is often overlooked. We have seen this avoidable pattern repeat across many structured content implementations.

Why Do Structured Content Migrations Stall?

In short, because organizations implement the technology without redesigning how their teams create, review, approve, and own content. That’s the governance problem.

A headless CMS decouples content from presentation. But most editorial teams have spent years, sometimes decades, working in systems where creating content and seeing how it looks are the same activity. WordPress, Drupal, and even SharePoint have a visual editing experience: build a page, see the page, publish the page.

Structured content does not work this way. Authors fill in fields like title, body, metadata, and related entries to publish content objects, not pages. As one analysis of Contentful’s editorial interface notes, “content editors work in structured content entry forms without seeing how content will render in production.” The front-end determines how those objects appear to users.

That architectural distinction is the correct one for consistent omnichannel delivery. It is also the one most likely to break editorial workflow expectations when teams do not deliberately plan for this big shift. In our experience, three governance failures account for the vast majority of structured content stalls.

What Is the Preview Gap, and Why Does It Derail Teams?

The preview gap is the loss of visual context that editorial teams experience when moving from a WYSIWYG (what you see is what you get) environment to a structured content interface, and it is the most immediate friction point in any headless CMS migration.

Authors who previously built pages visually are now filling in form fields and trusting that a front-end will render them correctly. The shift from “building a page” to “managing a content object” takes adjustment, and “once teams adapt, the structured approach tends to produce more consistent, reusable content.” The problem is what happens before they adapt.

What happens is that authors create workarounds. They paste formatted content into rich text fields, breaking the structured model. They submit tickets to developers asking “what will this look like?” multiple times per week. They maintain shadow documents in Google Docs so they can see their work in context. Every workaround is a governance failure — content that exists outside the system, formatting that undermines the content model, and developer time consumed by preview requests instead of feature development.

The planning that pays off includes building live preview environments for as many content sources as possible. This development work typically gets deprioritized because it is not user-facing, but it determines the success of the new system. As one migration guide puts it, headless platforms deliver excellent editorial experiences “when configured correctly — visual editing, live preview, flexible page-building, role-based permissions. But that configuration is work, it doesn’t happen by default.” Budget for it, build it first, and do not launch editorial access without it.

What Is the Ownership Vacuum?

The ownership vacuum is what happens when structured content crosses departmental boundaries without clear governance over who maintains the content model, who approves changes to shared components, and who is accountable when content is reused in a context the original author never intended.

In a traditional CMS, the marketing team owns the marketing pages, the product team owns product pages, etc. Structured content breaks this model deliberately — a product description created once might appear on the website, in a mobile app, in an email campaign, and through a chatbot simultaneously. But governance complexity affects 41% of CaaS adopters, and multi-team collaboration across 6 to 10 departments increases governance overhead by 27%.

Questions seldom asked include: 

We have seen organizations discover these questions six months post-launch, usually during a content audit that reveals inconsistencies no one can trace. In regulated industries — healthcare, financial services, higher education — those inconsistencies are compliance risks.

Knowing these pitfalls ahead of time can lead to the establishment of a content model governance board before migration begins. A small, cross-functional group (typically 3 to 5 people spanning content strategy, development, and compliance) owns the content model as a shared organizational asset. They approve changes to content types, evaluate reuse implications, and maintain a living inventory of where shared content objects appear. This role does not exist in traditional CMS organizations because it’s not needed. But in structured content environments, it is absolutely necessary.

Why Does the Training Deficit Compound Everything?

Because organizations allocate 90% of their transformation budgets to technology and implementation, and only 10% to change management — the part that determines whether anyone actually uses the system they built.

Training requirements for CaaS implementations average 14 to 18 weeks, the elapsed time from initial exposure to genuine editorial fluency. This training creates the confidence for authors to create, structure, and publish content without reverting to old habits or filing developer tickets. Most implementation budgets account for a one-day training session and a knowledge base article. The gap between that and actual fluency is where adoption dies.

The compounding effect of the training deficit makes this particularly damaging. Undertrained authors hit the preview gap and panic. Without clear governance ownership, there is no one to answer their questions authoritatively. They build workarounds. Those workarounds corrupt the content model. The corrupted content model undermines the case for structured content. Stakeholders lose confidence. The transformation stalls.

BCG’s study of 850+ companies found that only 35% of digital transformations meet their value targets globally. The failure rate is a change management problem that looks like a core problem with the technology itself.

To avoid this failure spiral, structure editorial onboarding as a phased engagement, not a one-and-done event. In our implementations, we start with a pilot group of 3 to 5 authors working with the system while the front-end is still being built. They surface friction points the development addresses in real-time. When the broader editorial team is onboarded, the common pain points have been resolved, and the pilot group serves as advocates who can answer questions and support their peers. This approach adds little cost and dramatically improves adoption velocity.

What Should Organizations Do Before Starting a Structured Content Migration?

Treat governance design as a foundation to build a successful digital transformation:

  1. Audit your editorial workflows as they actually operate. Map who creates content, who reviews it, who approves it, and where informal workarounds exist. As one migration planning guide advises, most publishing workflows “are often based on legacy systems, informal approvals, or staff availability. The result? Delays, missed steps, and content that never quite gets finished.” Your structured content governance must account for the real workflow, not the theoretical one.
  2. Define content model ownership before selecting a platform. Determine who will own the content model as an organizational asset, who can request changes, and what the approval process looks like. This governance structure should be platform-agnostic — it is an organizational decision, not a technical one. We have helped clients build this through our roadmapping and strategy engagements, and it consistently reduces mid-project governance confusion.
  3. Budget for editorial experience parity. If your authors currently have WYSIWYG editing, live preview, and visual page building, do not assume they will accept a simpler and more limiting form-based interface. Calculate the development effort required to provide contextual preview in your new architecture and include it in the implementation scope, not as a phase-two enhancement. Phase two rarely arrives before editorial frustration does.

Wrap Up

The CaaS pitch is not wrong. Structured content distribution is the right architecture for organizations publishing across multiple channels, and it is increasingly the right architecture for AI readiness — structured data is what AI systems consume most effectively. But the promise underestimates the organizational effort to make it successful.

Technology is the easy part. Governance, training, and editorial adoption are harder, and that is where implementations succeed or fail.

We have built these systems on Contentful, Drupal, and composable architectures for organizations in regulated industries where getting content wrong has real consequences. The lesson we keep relearning is the same one: start with the team, not the platform.

The Business Context

CarGurus operates one of the largest online automotive marketplaces in the U.S. Its revenue model depends on dealer subscriptions. Dealers pay for access to shopper data, market intelligence, product tools, and business support. When that relationship is mediated by digital, the quality of the digital experience is not a design question. It is a retention question.

By 2019, the infrastructure supporting that relationship had become a strategic liability.

The Problem: Digital Debt at Scale

CarGurus’ dealer-facing web presence had grown organically into a collection of disconnected properties: multiple WordPress sites, a gated resource center, a product microsite, and a dealer dashboard. Each operated independently, with different workflows, separate analytics, and no shared content standards.

The consequences were structural, not merely cosmetic.

For internal teams: The B2B marketing team could not publish or update content without engineering support. Campaign velocity, product launches, and content strategy were bottlenecked by a dependency that had nothing to do with marketing capability. Without centralized reporting, leadership had no way to understand what was working or where dealers were dropping off.

For dealers: Research and interviews surfaced a consistent pattern. There was no obvious place to log in, product information and help content scattered across destinations, and shopper data siloed away from the resources that gave it context. The experience communicated the opposite of CarGurus’ intent. Dealers found fragmentation where they expected authority. Pre-consolidation data made the cost of that fragmentation concrete. The Dealer Resource Center carried a bounce rate of 61.57%, the Insights pages topped 80%, and the bulk of visitors spent fewer than 10 seconds on the site. Nearly 15% of dealers reported struggling to find information, with the disjointed experience cited as the primary reason. 

For compliance: Accessibility gaps across the WordPress properties introduced regulatory risk and excluded users relying on assistive technology, a segment of the dealer population that was simply invisible.

The problem was not any single site. It was the absence of a system.

The Diagnosis

Most agencies, presented with this problem, would have proposed a website redesign. Oomph diagnosed something different. CarGurus did not have a website problem, they had an operating model problem that manifested through websites.

The fragmentation was a symptom of three root causes:

  1. No content governance model. Without shared standards, each property developed its own editorial process, its own taxonomy, its own way of doing things. Content proliferated without coherence.
  2. No editorial independence. The marketing team’s dependency on engineering for routine publishing created a structural bottleneck that compounded over time. Every campaign, every update, every product launch queued behind engineering capacity.
  3. No shared measurement. Without centralized analytics, CarGurus could not connect dealer behavior across properties, could not identify friction points in the engagement journey, and could not make evidence-based decisions about where to invest.

Fixing any one of these without the others would have reproduced the same problem on a new platform.

The Solution: A Dealer Engagement System

Oomph began with structured discovery across sales, support, UX, and marketing using stakeholder interviews, a full content audit,  heatmap analysis, and a card sort exercise to understand how dealers actually navigate and categorize content. The critical finding was that dealers organized information around their workflows and tasks, not around CarGurus’ internal team structures. The existing architecture reflected the org chart. The new one needed to reflect the dealer. Dealer research also surfaced where content investment would matter most. 38.78% of dealers were very interested in digital marketing best practices, and 36.12% in automotive marketing best practices, two content categories that had been scattered or buried across the fragmented properties.

From that research, Oomph designed and built three interconnected capabilities.

A Unified Content Platform

Three separate sites, the Dealer Resource Center, the Dealer Account Request page, and the product microsite at products.cargurus.com, were consolidated into a single governed destination. The Contentful-based content portal consolidated Articles, Events, Products, Authors, and reusable Design Components into a single governed destination, with localization for the Canadian market. The content model was documented and governed, giving the marketing team full editorial control without engineering dependency.

Centralized Measurement

One destination meant one analytics framework. For the first time, CarGurus could track dealer engagement across the entire content ecosystem, not property by property, but as a coherent journey. Internal teams could direct every channel to the same URL, building familiarity and reinforcing the hub over time.

Systematic Accessibility Remediation

Accessibility work ran in two phases, starting with the existing WordPress properties (addressing contrast failures, empty labels, and keyboard navigation gaps), then post-launch across three Contentful-based sites targeting WCAG 2.1 compliance. Remediations included fixing keyboard navigation and adding tab focus rings across dropdown menus, correcting color contrast ratios to meet the WCAG 4.5:1 standard in headers, forms, and FAQ blocks, adding alt text to logos and informational icons, and converting static chart images into accessible HTML formats. This was not a one-time fix but a repeatable compliance process designed to scale with the platform.

What Changed

Operational velocity: The marketing team gained the ability to publish, update, and govern content independently, removing the bottleneck that had constrained their ability to execute for years.

Dealer experience: Three sites became one. Dealers gained a single, consistent destination for products, services, research, and account access. The experience shifted from fragmented and frustrating to coherent and navigable. Where pre-consolidation data showed bounce rates above 61% and the majority of visitors spending fewer than 10 seconds on site, the unified hub gave CarGurus the structural foundation to actually retain and re-engage that audience.

Strategic visibility: Centralized analytics replaced fragmented multi-site tracking, creating a shared foundation for understanding dealer behavior and making evidence-based decisions about content investment, product positioning, and engagement optimization.

Market reach: Accessibility remediation across five properties extended the platform to dealers using assistive technology, a population that had been excluded by the previous architecture.

The Strategic Takeaway

Complex B2B organizations accumulate digital debt one property at a time. By the time the cost becomes visible, it has already slowed marketing, obscured what matters, and turned internal fragmentation into a customer-facing problem.

CarGurus’ situation is common. What made the engagement different was the diagnosis. The dealer experience needed to be treated as an integrated system rather than a collection of sites to be redesigned. The distinction matters. A site redesign solves today’s problem. A system creates the infrastructure to solve tomorrow’s.

Oomph delivered the architecture, governance model, and editorial capability for CarGurus to keep improving dealer engagement over time, not as a one-time project, but as an ongoing organizational capability.

Ready to turn your digital fragmentation into a system? Let’s talk about what’s possible for your organization.

Selecting a content management system in healthcare is no longer a purely technical decision. In today’s environment, a CMS directly impacts compliance, accessibility, speed to publish, and ultimately, trust. Healthcare organizations are under growing pressure to deliver accurate, timely information across multiple digital channels, while meeting strict regulatory and accessibility requirements. The CMS at the center of that effort needs to support far more than page updates.

Why Healthcare CMS Decisions Are Uniquely Complex

Healthcare websites serve a wide range of audiences, from patients and caregivers to providers, partners, and regulators. Content must be clear, accurate, and easy to update—often by multiple teams—without introducing risk.

At the same time, healthcare organizations face constraints that many other industries don’t. Accessibility standards, privacy expectations, and governance requirements are non-negotiable.

A CMS that lacks flexibility or control quickly becomes a bottleneck.

“The healthcare content management system market is projected to grow to over $61 billion by 2031, underscoring how healthcare organizations are prioritizing modern, scalable digital platforms to support compliance, multi-channel delivery, and governance.”

According to Mordor Intelligence

What Healthcare Teams Should Prioritize

Flexibility Without Compromising Security

Healthcare organizations often rely on complex digital ecosystems, including EHRs, portals, analytics tools, and consent platforms. A modern CMS should integrate cleanly with these systems rather than trying to replace them.

Flexibility matters, but not at the expense of security. The right CMS supports modular integration while keeping sensitive data protected and clearly separated from content operations.

Planning For Change, Not Just Launch

CMS selection shouldn’t be based solely on current needs. Healthcare regulations, digital expectations, and technologies continue to evolve. The most effective platforms are designed to adapt without requiring frequent replatforming.

This means supporting incremental improvements, phased rollouts, and long-term scalability—so teams can modernize at a pace that aligns with organizational priorities.

The Role Of Modern, Composable CMS Platforms

Composable CMS platforms are gaining traction in healthcare because they treat content as structured data rather than static pages. This approach supports reuse, consistency, and omnichannel delivery while maintaining governance.

For healthcare teams, this translates into faster publishing, fewer bottlenecks, and greater confidence in content accuracy without sacrificing compliance.

What This Means For Healthcare Teams

Healthcare CMS selection is about more than choosing a tool. It’s about enabling teams to communicate clearly, operate efficiently, and adapt responsibly in a complex digital landscape.

Organizations that prioritize governance, accessibility, and flexibility position themselves to deliver trusted digital experiences today and in the years ahead.

Ready to Evaluate Your Healthcare CMS? Our team helps healthcare organizations navigate complex CMS decisions with a focus on governance, accessibility, and long-term scalability. Let’s talk about what the right platform looks like for your organization.

Overview

edX operates one of the world’s largest digital learning catalogs, serving millions of learners through professional certificates, microcredentials, and degree programs from top universities and institutions worldwide. As the platform evolved from its MOOC origins into a revenue-driving marketplace of credentialed programs, digital experience became central to competitive differentiation and learner acquisition.

The challenge wasn’t course quality or platform stability—it was operational velocity. Marketing teams couldn’t move fast enough to support growth, and the content architecture that served 1,000 courses was breaking under the weight of 4,000. For edX and parent company 2U, this represented a structural constraint on growth, not a publishing workflow problem.

The Challenge

When Content Architecture Becomes a Growth Limiter

edX faced a common problem for organizations operating at scale: their content and data systems were tightly coupled, creating dependencies that slowed marketing execution and limited experimentation.

Discovery Was Breaking at Scale: Thousands of courses existed in internal systems of record, but marketing pages struggled to surface the right context—audience fit, learning outcomes, format options, and credential value. Paid and organic traffic landed on pages that couldn’t adapt to query intent or learner type, creating friction in the conversion path.

Content Velocity Required Engineering: Every new program launch, campaign page, or SEO test required custom development. Editors faced a choice between rigid templates that couldn’t express program nuance or hard-coded pages that created bottlenecks with engineering. This constrained speed to market and limited the team’s ability to test, iterate, and optimize.

Platform Coupling Created Organizational Drag: Course metadata lived in proprietary databases. Marketing narratives lived elsewhere. Assembling a page required manual coordination across systems and teams. For a platform competing in an increasingly crowded eLearning market, this wasn’t a workflow issue—it was a structural constraint on growth capacity.

Our Approach

Building a Content Operating System for Scale

Oomph worked with edX to design and implement a content architecture that decoupled marketing execution from platform dependencies. The goal wasn’t to replace existing systems—it was to create the right separation of concerns so teams could operate independently at scale.

System Design: Oomph implemented Contentful as a central content orchestration layer, integrated with edX’s existing course databases. Course data remained authoritative in internal systems, while marketing and narrative content moved into a structured CMS. Pages were dynamically assembled using structured course metadata, modular editorial content, and reusable components governed by design system rules.

This architecture allowed edX to scale content output without duplicating data, increasing engineering dependency, or sacrificing brand consistency.

Content Governance at Scale: Oomph structured content models and component libraries to enforce design system standards while giving editors flexibility to adapt messaging by audience, channel, or campaign. Taxonomy and metadata schemas were designed to support SEO systematically rather than through manual optimization. Reusable content patterns minimized duplication across credential types and program categories.

Operational Enablement: The system was designed to shift content creation and optimization from engineering to marketing. Editors could launch program pages, build campaign landing experiences, and iterate based on performance—all without custom development. This freed engineering to focus on platform capabilities while giving marketing teams the speed and flexibility needed to support business growth.

What This Made Possible

The new content architecture fundamentally changed how edX’s marketing teams could operate:

Speed to Market: New program launches no longer required bespoke page builds or engineering sprints. Campaign landing pages could be adapted by audience segment or acquisition channel in real time. Testing and iteration became routine rather than exceptional.

Systematic SEO: Content structure improved indexability across thousands of URLs. Program-level pages could be optimized without breaking templates or creating technical debt. Internal linking, metadata, and taxonomy became consistent by design rather than through manual intervention.

Scalable Operations: Following launch, edX published approximately 1,000 new pages without additional headcount. Content creation centralized into a single system of record, eliminating duplicate workflows and reducing coordination overhead. Marketing teams gained operational independence while maintaining governance and brand standards.

Foundation for Performance: The system created a clear path for data-informed optimization. Structured content made A/B testing feasible at scale. Clear ownership and reduced dependencies positioned the team to measure, learn, and iterate on conversion performance over time.

The result

edX transformed its content operations from project-based execution to a scalable operating model. Marketing teams gained the speed and flexibility to support growth while maintaining brand consistency and governance at scale. Engineering dependencies for routine marketing needs were eliminated, freeing technical resources for platform innovation.

For higher-ed and eLearning platforms competing on learner experience and acquisition efficiency, this represents a shift in operating model—not just a technology implementation.

As part of ongoing platform optimization, edX implemented Cloudflare image optimization to improve Core Web Vitals, reduce bandwidth consumption, and enhance performance for global users—demonstrating the kind of continuous improvement the new architecture was designed to support.

Why This Matters

Organizations operating digital marketplaces face a common tension: growth requires speed and flexibility, but scale requires structure and governance. The answer isn’t choosing between the two—it’s designing systems that deliver both.

Oomph’s work with edX demonstrates how strategic content architecture can unlock operational capacity without adding headcount, enable marketing velocity without sacrificing brand standards, and create the foundation for data-informed optimization at scale.

This is how complex organizations move the metrics that matter: by building resilient systems that scale, adapt, and perform.

Overview

nCino, Inc. is a leader in intelligent banking solutions and a pioneer in the financial technology space. As their business continues to grow and their digital strategy evolves, they needed to ensure their content management capabilities could keep pace with their expanding marketing needs.

Our collaboration with nCino focuses on optimizing their use of the Contentful platform to enhance their internal marketing and website capabilities. By leveraging Contentful, we’re helping nCino streamline and improve their content management processes, allowing their teams to focus more on innovation and growth within their core business.

The approach

We’re working alongside nCino to optimize their Contentful platform implementation. The goal is ensuring their digital presence continues to align with their evolving strategy and marketing needs while supporting their ongoing success as pioneers in the financial technology space.

By enhancing their content management processes, we’re empowering nCino’s internal teams to work more efficiently and strategically.

Why this project matters

This work represents an important step in ensuring nCino’s digital presence continues to align with their evolving strategy and marketing needs. The optimization supports their ongoing success as pioneers in the financial technology space by removing operational friction and enabling their teams to focus on what matters most — innovation and growth.

Overview

Aerospike specializes in high-performance NoSQL databases known for their speed, scalability, and reliability in handling large volumes of data in real-time applications. Their database technology is designed to meet the demands of modern data-intensive applications.

The company’s platform offers features such as strong consistency, high availability, and automatic failover to ensure continuous operations even in the event of hardware failures or network issues. Aerospike also provides tools and integrations to support analytics, monitoring, and management of the database environment, empowering developers and operations teams to optimize performance and scalability.

Think of a NoSQL database as a big, organized digital filing cabinet for storing different kinds of information. Traditional databases are like organized spreadsheets where everything is neatly arranged in rows and columns. However, NoSQL databases are designed to handle different types of data—like text, numbers, pictures, and more—and can store huge amounts of it very quickly. They’re a super-fast and flexible digital storage system.

The challenge

Aerospike needed a new platform to provide consistent, clean rebranding, increases in speed and efficiency, an enhanced user and client experience, and streamlined communication with clients.

Despite their renown in the NoSQL database market, their website lacked the clarity needed to capture conversion rates fitting for a brand in the spotlight of their digital industry.

The approach

Headless CMS functions similarly to NoSQL databases, allowing content managers to view and manage content of all forms easily and from one place. Under the guidance of our team, Aerospike decided that a migration to a headless CMS with Contentful was the right option.

This decision, along with brand redesign and consistent messaging, were all instrumental parts of Aerospike’s digital revolution. We were able to work side by side with Aerospike to give them a refresh that tells a story.

The Results

The result is a totally remastered headless CMS website, providing Aerospike the foundation needed for continued success and reputability. The new platform delivers the consistent, clean rebranding they needed along with the speed, efficiency, and enhanced user experience that positions them for growth.

We were able to work side by side with Aerospike to give them a refresh that tells a story and matches the innovative spirit of their cutting-edge database technology.

Throughout the process, I was impressed by the ways Aerospike would experiment with its database. That fits how [Oomph] approaches our projects: open-minded and ready to break the mold.

— Jesse Day, Technical Director

Overview

For over twenty years, RepTrak has been the go-to provider for reputation data and insights, helping organizations understand and improve their corporate reputation. With their flagship Global RepTrak 100 report, RepTrak offers an annual definitive ranking of corporate reputation for the world’s leading companies, providing valuable benchmarks that influence strategic decisions and stakeholder relationships.

The RepTrak Platform draws on the world’s largest reputation database with over 20 years of data. Their reputation scores serve as a leading indicator, allowing teams to interpret constantly updating streams of reputation, brand, ESG, and media data.

RepTrak’s Home and Global RepTrak 100 Landing Page are their most important lead generators, making it imperative to get these digital experiences right.

Key results

Increase in report downloads

+ 6 %

YoY conversion boost

+ 40 %

The Challenge

The Global RepTrak 100 report is more than just data — it’s a definitive ranking system recognized industry-wide that reinforces RepTrak’s leadership in the reputation industry. Their homepage demands similar attention as the first or second touchpoint for leads.

The challenge was to design landing pages that not only met the aesthetic and functional needs of their users but also reinforced RepTrak’s brand as a trusted and authoritative source. With the report being their top lead generator for the year, the landing page needed to be engaging, fast-loading, and seamlessly integrated into their Contentful site.

Beyond aesthetics for outside visitors, their internal team required Contentful modeling conducive to empowering Content Managers, guidance on technical integrations, and a new design system.

The Approach

Redefining Technical Support

With any project, proper guidance is an often overlooked prerequisite. It’s fairly common to “know what you want” and have no idea how to get there. It’s even more common to “know what you want” and for that journey to achieve the “want” be ill-advised. Without the outside perspective of a technical solutions partner, internal biases and inefficiencies multiply.

We approached this project interdisciplinary and agile. Assuming the role of impartial confidant, we were able to give the RepTrak team objective recommendations, allowing us to focus on speed with a collaborative touch.

Collaborative and Strategic Design

The Home and Global RepTrak 100 landing page received a complete overhaul, designed to elevate user experience, increase engagement, and drive conversions. Not to mention, make content editing and management easier for all parties internally.

The redesigned landing page is a testament to our collaborative efforts with RepTrak, merging aesthetics with functionality. By focusing on user experience and leveraging Contentful’s robust capabilities, we created a page that not only highlights the significance of the Global RepTrak 100 report but also aligns with RepTrak’s brand values and business goals.

The design features intuitive navigation, clear calls to action, and visually appealing elements that draw attention to key insights from the report. We also incorporated responsive design principles to ensure the page performs well across devices, catering to a global audience.

The Results

The redesign delivered measurable impact on RepTrak’s most important lead generation channels. Report downloads increased by 6% and conversions saw an impressive 40% year-over-year boost.

The new landing page is not just a one-time update — it’s a strategic investment in RepTrak’s digital presence. By ensuring a seamless and engaging experience, we’ve laid the groundwork for future enhancements that will extend to other areas of their Contentful site.

[Oomph] truly understood how important this report was to the company and helped us build something that can be translated across our website — so every piece we release can be just as powerful.

— Bianca Martucci-FiNk, Director of Global Content Marketing, The RepTrak Company

Overview

8am is the professional business platform purpose-built to help lawyers, accountants, and other experts deliver world-class outcomes for their clients and their firms. The company manages five distinct brands: MyCase (legal practice management), LawPay (legal payments and financial management), CasePeer (personal injury practice management), DocketWise (immigration practice management), and CPACharge (accounting payments and billing). Trusted by over 260,000 professionals and approved by 175+ bar and professional associations, 8am has spent 20+ years helping professionals make time for what matters.

As 8am prepared for a major rebrand to unify operations across all brands, they faced a complex technical challenge: multiple legacy CMS platforms including WordPress, HubSpot, and custom page builders created inconsistent publishing workflows, heavy plugin dependencies, and thousands of scattered media assets across their portfolio.

Stats/Key Outcomes

The Challenge

8am faced operational challenges across multiple legacy CMS platforms including WordPress, HubSpot, and custom page builders. Inconsistent publishing workflows, heavy plugin dependencies, and thousands of scattered media assets created bottlenecks that slowed their marketing efforts.

The upcoming rebrand to 8am required unifying operations across all Affinipay brands, but their existing infrastructure couldn’t support this level of coordination and consistency.

The Solution

We partnered with Contentful to deliver a unified content architecture, beginning with a full migration of MyCase.com from WordPress to Contentful.

Key elements of the MyCase solution included a full migration of MyCase.com encompassing 166+ pages, 400+ blog posts, and 4,700+ media files. We built a structured content model for blogs, guides, webinars, press releases, videos, and landing pages. Design system standardization streamlined and standardized design components across the site. We ensured SEO continuity and GEO visibility by preserving 143+ SEO-critical redirects and improving metadata governance. For MarOps enablement, we integrated Marketo forms directly into Contentful’s structured model. Tech enablement connected Frontify DAM to manage brand assets consistently across all brands.

With the help of an Atomic Design System, this solution became the blueprint for ongoing migrations and updates across the broader 8am portfolio.

Shared DAM: One asset library powers all 8am brands — no duplication, no outdated files.

The Results

8am now operates on a centralized, API-first content platform that empowers its marketing and digital teams to scale campaigns faster, maintain consistent brand messaging, and collaborate more efficiently.

Structured workflows and reusable components reduced time-to-publish significantly. Brand, marketing, and digital teams now collaborate inside one system with shared visibility. Centralized asset management through DAM integration ensures consistency across all brands. The scalable foundation positions 8am for personalization, AI readiness, and continued growth.

It’s truly a night and day difference working with this new flow … It’s fantastic.

— Alexander Maxwell, Senior Designer, 8am

Overview

Ibotta is a leading performance marketing platform that helps brands reach over 200 million consumers through results-driven digital promotions. Backed by Walmart, Ibotta’s Performance Network (IPN) empowers marketers to influence purchasing decisions, shopping locations, and shopping frequency.

Millions of consumers use Ibotta to get cash back every time they shop, earning an average of $261 each year.

We partnered with Ibotta through a collaboration focused on Contentful. This partnership brought together Ibotta’s innovative consumer engagement model and our digital strategy expertise. Our shared goal: build smarter, results-driven experiences that move people and move product.

The approach

Our collaboration with Ibotta centered on providing hands-on development support and Contentful guidance.

We worked alongside their team to ensure smooth implementation, troubleshoot platform challenges, and support scalable workflows. The goal was helping them get more out of their tools and move faster with confidence.

The Results

Together, we crafted digital experiences that increase brand visibility and drive real-world sales.

By combining Ibotta’s performance-driven platform with our technical expertise, we delivered added value — not just to the Ibotta team, but to the brands they serve. This translated into measurable impact where it matters most.

Why this project matters

We’re proud to support partners like Ibotta who are reshaping the future of performance marketing.

This collaboration reflects what we do best: delivering flexible, expert support that helps teams move faster, scale smarter, and stay focused on what drives results. We look forward to continuing to build alongside innovative brands making an impact.

With Ibotta, you can get cash back every time you shop, on the app or in-store. Join the millions of Savers who earn $261 each year on average.

The Results

Together, we crafted digital experiences that increase brand visibility and drive real-world sales. By combining Ibotta’s performance-driven platform with our technical expertise, we delivered added value to the Ibotta team and the brands they serve. This translated into measurable impact where it matters most.

Wow! We are so thankful and impressed with your ability to flex fast and support this project.

— Keith Nickoles, Ibotta

Key Outcomes

The new content system fundamentally changed how Workhuman operates digitally and enabled tracking of critical performance indicators:

Content reuse efficiency: Content is created once and deployed across channels. The system tracks reuse patterns and identifies optimization opportunities, enabling measurement of how efficiently content scales.

Time-to-publish: Streamlined workflows and automated propagation reduce publishing cycles. Updates deploy across channels instantly, creating measurable improvements in speed-to-market.

Brand consistency: The system enforces design standards, voice, and structure automatically. Consistency becomes measurable rather than subjective, with deviations flagged before publication.

Cross-channel engagement visibility: Consolidated, structured content creates the foundation for unified analytics. Workhuman can now measure what performs, where, and why—then optimize accordingly.

Operational efficiency: Eliminated duplicate content management across previously siloed systems, reduced redundant workflows, and created measurable improvements across editorial operations.

Beyond the metrics, the system established foundational capabilities:

Single source of truth: Editorial and development teams work from unified content infrastructure, eliminating version control issues and conflicting updates.

Foundation for continuous improvement: Clear analytics, structured content models, and flexible architecture enable ongoing optimization based on performance data.

Strategic agility: Content decoupled from presentation means new channels and formats don’t require content rewrites, dramatically reducing time-to-market for new initiatives.

The Challenge

Workhuman’s content infrastructure had become operationally unsustainable and strategically misaligned:

Fragmented publishing workflows: Content lived across WordPress (1,500 news and blog posts, 3,500 files) and Uberflip (3,500 posts and resources)—8,500+ pieces total with no single source of truth, forcing redundant work across editorial teams.

No performance visibility: Siloed systems meant siloed analytics. Understanding what content drove engagement, what could be optimized, or what deserved investment required manual aggregation and guesswork.

Inconsistent brand experiences: Different platforms meant different capabilities. Design standards varied. Brand consistency depended on individual editors remembering guidelines rather than systems enforcing them.

Technical debt accumulation: Years of workarounds, custom code, and platform limitations created brittleness that slowed innovation and prevented strategic content initiatives.

These systemic barriers prevented Workhuman from achieving core digital objectives: measuring content performance, optimizing based on data, and deploying content strategically across channels.

The Approach

Oomph designed and implemented a unified content system built on Contentful’s headless architecture—treating content as structured data that could be published anywhere while enabling comprehensive measurement:

Content structure and governance: Developed structured content models that replaced freeform HTML with controlled fields and vocabularies. This created consistency guardrails that empowered editors while enabling measurement of reuse patterns and brand compliance.

Strategic migration at scale: Consolidated 8,500+ pieces across WordPress and Uberflip systems. Worked with Workhuman to evaluate, prioritize, and migrate only valuable content—eliminating outdated resources, consolidating duplicates, and archiving low-performing pieces to improve quality while creating a cleaner baseline for measurement.

Capability preservation with systemic improvement: Rather than removing features editors relied on, reimagined how needs could be met through structured models. Editors maintained flexibility while the system enforced brand standards automatically and tracked compliance.

Operational system delivery: Delivered complete functioning infrastructure including content models, migration tooling, editorial workflows, governance documentation, and team training. Workhuman could operate, publish, and measure from day one.

The Result

Workhuman launched a headless content system that unified previously fragmented operations. Their editorial and development teams now work from a single source of truth, publishing consistent brand experiences across digital channels while tracking the performance indicators that drive continuous improvement.

The system doesn’t just manage content—it enables the operational clarity and measurement infrastructure Workhuman needs to optimize performance over time.

Why This Matters

Content systems are performance systems. When content operations are fragmented, organizations can’t measure what matters or optimize with confidence. They’re managing logistics instead of improving outcomes.

By treating content infrastructure as an integrated system, Oomph helped Workhuman build the foundation for continuous improvement—creating operational capacity to measure, learn, and systematically optimize how content drives business value.

This transformation enables what matters most: moving from content management to content performance optimization.

We are all super pumped with the progress. You and the team are doing an amazing job and we are very excited to unveil this!

— Jon Bizeur, Senior Director of Web & Digital Experience, Workhuman