To support a digital-first strategy for systems conversion communications, the microsite pages had to stand apart from other messages, especially during COVID-19.

Action items for members varied depending on audience and shifted as conversion approached.

Spanish speakers represented a significant portion of Metro’s membership.

“All roads lead to microsite” approach.

“Transformation Hub” used tertiary brand color to distinguish conversion-related pages.

Sitemaps, wireframes and microsite content were built in accordance with Metro’s content management system’s features and capabilities.

Updated four times to highlight required action items.

A parallel Spanish version was built and referenced in all communications.