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.

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.

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.

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.

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.

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.

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—all while maintaining the flexibility to test, learn, and scale based on real user behavior.

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:

• Educate and convert users unfamiliar with carbon markets
• Publish and iterate content quickly as they tested messaging and engagement strategies
• Scale efficiently without recurring platform constraints or cost bloat
• Maintain design and message consistency across all content and user journeys

The existing infrastructure couldn’t support this level of agility or growth. Rare needed a modern platform built for continuous improvement, not static delivery.

Oomph designed and built a flexible, performance-ready platform in under three months.

Strategy and Platform Design

We began by evaluating Rare’s content needs, user behaviors, and operational constraints. The platform needed to support rapid publishing, consistent design patterns, and easy editorial workflows—without locking the team into rigid templates or slow release cycles.

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

Experience Design and System Thinking

We built a modular design system that balanced clarity, trust, and accessibility. Every component—from educational explainers to conversion flows—was designed to reduce friction and build confidence for users new to carbon markets.

The design system ensured consistency across pages while giving editors the flexibility to structure content based on evolving user needs and campaign goals.

Engineering and Integration

We extended Rare’s existing API to support the new platform, working alongside their internal development team to ensure seamless data flow and operational continuity. Front-end development brought the design system to life, while back-end integration connected content, user data, and transaction workflows into a unified experience.

Throughout, we treated the platform as a system, not a site—designed for iteration, not completion.

Catch Carbon launched on a modern, headless platform designed for continuous improvement. The system supports Rare’s mission to make carbon markets accessible and actionable for everyday users, with the operational flexibility to evolve as the market and audience grow.

The platform positions Catch Carbon to move key engagement and conversion metrics over time—not through one-time delivery, but through ongoing iteration and optimization.

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 proves that speed and sustainability aren’t mutually exclusive.

By treating digital infrastructure as a system to operate, not a project to complete, Rare gained the foundation to test, learn, and scale—on their terms, within their budget.

At Oomph, we believe that moving the metrics that matter starts with building platforms that can adapt, perform, and grow. Catch Carbon is doing exactly that.

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

— Catch Carbon

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.

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.

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.

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.

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 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

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.

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 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

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.

• 5 brands → 1 architecture: MyCase, LawPay, CasePeer, Docketwise, and CPACharge now managed in one scalable platform.
• Faster publishing cycles: Marketing teams can launch campaigns in hours, not days.
• Consistent branding & governance: Centralized templates + Frontify DAM integration keep every asset on-brand.
• GEO & SEO + growth built-in: Redirects preserved, structured content for AI/SEO visibility, and scalable content modeling.
• Future-ready: Supports personalization, localization, and new product rollouts.

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.

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.

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

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.

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.

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.

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.

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.

The transformation delivered measurable improvements across key operational areas. Reduced time-to-publish through structured workflows and reusable components speeds content delivery. Cross-functional alignment improved as brand, marketing, and digital teams now collaborate inside one system. Centralized asset management through DAM integration supports consistency across all brands. The scalable foundation positions 8am for personalization, AI readiness, and continued growth.

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

— Keith Nickoles, Ibotta

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.

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.

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.

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.

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