Case Study

Federation of State Medical Boards

User research guides FSMB’s information architecture.


The phones at FSMB were constantly ringing. Unfortunately, it was for the wrong reason. Members were calling for help locating information that wasn’t findable on FSMB’s website.

FSMB provides state medical boards with educational tools, policies, advocacy, and other resources designed to enhance the quality of medical regulation. No small feat. Both members and staff were frustrated that it was so difficult to navigate to the extremely valuable content and research. 


Solution:  A new design combined with a tight CMS-AMS integration.

To solve the problem, FSMB engaged Brightfind to redesign its website and implement Episerver content management system (CMS) with a tight integration to FSMB’s association management system (AMS), iMIS.

FSMB chose Episerver because it is easy for staff to update content while maintaining brand consistency. Integrating its CMS and AMS allows for single sign-on, plus it gives FSMB the opportunity to use data from iMIS to create personalized experiences for web site visitors. 
Highlighted Services
  • Digital Strategy
  • Design and User Experience
  • CMS Development
  • Analytics and Support
Featured Platforms
  • Episerver
  • iMIS

Designing for web visitors.

In order to make informed decisions about the new website, FSMB asked Brightfind to conduct user research. The constituent survey helped everyone to understand what elements of the website are most important to web visitors. Brightfind heard loud and clear that licensing and exams are of the utmost importance, which is why the topic is now in the main navigation.

Brightfind’s usability experts then flew to FSMB’s annual conference to talk in-depth with constituents. Brightfind ran focus groups to give members and non-members alike the opportunity to express their thoughts about and to offer recommendations for improving the value of the website. Brightfind also conducted a card sort, which revealed how constituents expect content to be organized and labeled and was instrumental in the creation of the new sitemap.

Numbers worth celebrating.

Since launch, FSMB’s web traffic has more than doubled. It’s now taking people fewer clicks to get to the information they need and people are spending more time on pages, stated Jason Clinkscales, FSMB’s Manager of Business Analysis, Quality Assurance, and Web Content. He continued, The Brightfind team thoroughly understood what we were trying to do and came up with the right design and implemented it.

Bringing another site live.

After Brightfind redesigned FSMB’s main website, FSMB re-engaged them to redesign its DocInfo website. The DocInfo site provides a resource for the public and media to look for a physician and view information such as active license states, specialties, and, if applicable, actions taken against their license. Now both websites are on Episerver. Jason said, The DocInfo site is much easier to maintain now that it is in Episerver. Plus, feedback from both the medical boards and internal business units has been positive.

The right calls.

The new website makes it easy for web visitors to find exactly what they need. Now when the phone rings, it isn’t someone asking how to navigate the website!

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