The American Board of Emergency Medicine (ABEM) certifies physicians and works to improve the quality of emergency medical care. Our team built a new to give physicians faster access to the information and resources they need to become and stay certified.

This project required a large focus on information architecture and content strategy. Before this project, the ABEM website was difficult for users to navigate. A surplus of web pages made it challenging to locate specific information, and content with heavy with medical terms and high-level information. We simplified the user experience by improving the sitemap, placing callouts on the homepage, condensing content, and using simpler language.


  • Navigation Structure
  • Content Strategy
  • Responsive, Modern Design

Award-Winning Website

The Central Michigan Public Relations Society of America recognized Gravity Works for our creative and research-driven approach to the ABEM project.

2019 PACE Award (Excellent)
2019 PACE Award (Excellent)
The ABEM website on a laptop

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