Pennsylvania Osteopathic Medical Association (POMA)
Website Exploration & Strategy Engagement
POMA’s Mile6 Compass™ engagement produced a comprehensive exploration and strategy initiative that equipped their team with clarity, prioritization, and a concrete roadmap for user experience improvements.
Client
Pennsylvania Osteopathic Medical Association (POMA)
Project Completed
January 2026
What We Did
Digital Friction Audit
Technical SEO Audit
User Research & Persona Alignment
Content Audit & Information Architecture
The Problem
When Growth Outpaces Structure
The Pennsylvania Osteopathic Medical Association (POMA) serves physicians, residents, students, and advocacy stakeholders. Its website plays a critical role in delivering education, communicating policy positions, supporting membership growth, and advancing the osteopathic profession.
Over time, POMA’s website evolved. Content expanded, navigation pathways became less intuitive, and conversion opportunities within their website’s platform may not be fully optimized. To lead this initiative, POMA partnered with us to conduct a structured exploration and strategy engagement, providing clear direction, reducing risk, and ensuring that any future efforts would be grounded in research, usability principles, and measurable goals.
Project Goals
Aligning Vision, Users, and Technology
A primary objective of this project was to find clarity. POMA needed to understand what was working, what wasn’t, and how to improve user experience and conversion performance within their current platform, creating a strong foundation for future growth.
The Mile6 Compass engagement was designed not as a surface-level review, but as a comprehensive digital roadmap.
Our project aimed to:
- Establish a usability baseline and identify immediate improvements.
- Align website structure with the motivations of its three core user tiers.
- Benchmark against peer organizations to understand industry standards.
- Strengthen technical SEO performance.
- Better leverage integration within their platform for marketing and analytics.
- Create a cohesive sitemap and user journey framework to guide future development.
The Process
A Structured Path to Insight
The Digital Friction Audit established a baseline for usability, identifying friction points and improvements that could immediately increase clarity and credibility.
With usability insights in hand, we shifted to user alignment. Through collaborative working sessions, we evaluated POMA’s three established user tiers, clarifying their motivations, decision triggers, and desired outcomes. These insights informed a comprehensive User Persona Goal Alignment document that tied functional design decisions directly to audience needs.
To ensure the strategy was informed by industry standards, we conducted a structured market analysis of peer organizations. Together with the POMA team, we evaluated competitor sites across design, user experience, and brand messaging. This benchmarking exercise revealed both best practices and opportunities for differentiation.
In parallel, we conducted a technical SEO audit using industry-standard tools to assess schema implementation, heading hierarchy, page speed, metadata structure, backlink profile, and accessibility, including alt text usage. The findings prioritized improvements that would strengthen search visibility and long-term digital performance.
The Process
Mile6 Compass:
From Evaluation to Alignment
Recognizing that conversion optimization extends beyond interface design, we also assessed the current implementation of the website’s platform. Through strategic discussions, we identified underutilized features and developed a goals & objectives brief outlining how the platform could better support marketing analytics, engagement tracking, and membership growth.
Finally, we translated strategy into structure. We mapped detailed user flows for each persona tier, clarifying entry points, decision nodes, and conversion pathways. A comprehensive navigation and sitemap workshop followed, reorganizing content hierarchy, identifying gaps, and establishing the structural foundation for future URL strategy and redirects.
To bridge strategy with execution, we developed structured content outlines for key pages, including Membership, Advocacy Tools, Education/CME, Policy & Positions, and more, ensuring that future layouts would support both clarity and action.
The Outcome
Positioned for What’s Next
By the conclusion of the Mile6 Compass engagement, POMA was equipped with far more than recommendations. The organization now has a strategic blueprint.
Here’s how we did it
- The Digital Friction Audit delivered actionable usability improvements that could be implemented immediately.
- The persona alignment clarified how each audience should experience the site.
- The market analysis provided competitive context.
- The technical SEO audit established performance priorities.
- The website platform brief strengthened marketing and analytics potential.
- The sitemap and user flows created a scalable structural foundation.
Most importantly, POMA gained confidence.
Rather than approaching a future redesign with assumptions, the organization now has a data-informed framework that reduces risk, aligns stakeholders, and ensures that future investment in digital infrastructure will directly support its mission. This exploration transformed uncertainty into direction, positioning POMA to evolve its digital presence with clarity, strategy, and purpose.