How NVA unified its global digital presence with a scalable, audience-led website design system
National Veterinary Associates (NVA) partnered with Power Shifter to consolidate its fragmented digital ecosystem into a unified, scalable website experience. By applying a persona-driven design approach, flexible modular components, and enterprise-ready documentation, NVA now delivers a consistent brand story while supporting diverse audiences—ensuring local-first authenticity within a cohesive global framework.
Services
Product Management
UX research & design
User interface design
UX research & design
User interface design
Project management
Design sprints
Design sprints
The brief.
The brief: bringing brand unity to a decentralized veterinary network
NVA, one of the world’s largest veterinary organizations, sought to:
- Unify its disparate websites—spanning U.S. operations, Canadian divisions, specialty hospitals, and career pages—into a single, cohesive platform.
- Balance corporate brand consistency with the autonomy and local identity of its 1,000+ independently operated hospitals.
- Serve diverse audience needs, including job seekers, potential veterinary clinic partners, internal staff, and industry peers.
- Deliver a flexible, scalable design system that could be implemented by NVA’s internal development team.
The challenge.
The challenge: fragmented digital presence, diverse audiences, and internal implementation
NVA’s digital challenges included:
- An organically grown, fragmented web ecosystem causing brand dilution and user confusion.
- Disconnected user journeys for different audiences, complicating content discovery and navigation.
- The need to maintain a decentralized, people-first identity while projecting a unified corporate presence.
- Development to be handled in-house, requiring build-ready design deliverables with rigorous documentation and handoff processes.
The process.
Collaborative strategy, persona-driven pathways, and scalable design
Stakeholder engagement
- Conducted strategic alignment sessions with NVA’s marketing and IT teams to define business goals, prioritize audiences, and map out content architecture.
Audience assessment & research
- Focused on three primary personas: job seekers, potential veterinary partners, and existing NVA community members.
- Designed user journeys with clear, empathetic pathways tailored to each audience’s specific needs.
Solution evaluation & design strategy
- Developed a comprehensive content strategy and refined user flows to streamline job searches, partnership exploration, and community engagement.
- Integrated editorial features to elevate thought leadership and community initiatives.
- Accounted for critical integrations including Averture (ATS), Yext (location services), and Weglot (French language support).
Designed region-specific content zones to differentiate NVA Canada while maintaining global brand consistency. - Produced production-ready files with annotated, developer-friendly documentation for seamless internal implementation.
The solution.
A unified, modular website experience built for global scale
- Delivered a full website UX and UI redesign for NVA’s global digital presence.
- Created a modular, persona-driven design system supporting flexible content publishing.
- Developed regional customization strategies to balance global and local messaging.
- Provided annotated handoff files optimized for NVA’s internal dev workflows.
- Established a scalable foundation for future growth and localization
The outcome.
A cohesive brand story with local-first authenticity
- Clarified NVA’s brand story across the U.S., Canada, and international markets.
- Improved content discoverability and user experience for diverse audiences.
- Enabled efficient internal publishing and content management.
- Supported business development, talent acquisition, and community engagement goals.
- Delivered a scalable design system that reflects NVA’s decentralized, people-first philosophy.
