The newest directors of marketing & operations gave Ashley more freedom in the 2021 redesign—updating imagery with higher quality, more saturated and vibrant photography, larger typography, expanding their color palette to give more variety to the brand, adding shadows to create depth, and displaying some of the product graphics at an angle and over an interesting background. The product catalog has been filterable since the 2016 redesign; however, the most recent redesign is much more robust with the ability to filter alphabetically, by therapeutic class, brand name, and product search, all of which are so much more efficient in accessing information. Supporting details such as subtle icons for the product form and vivid product notes such as “Recently Launched” and “Back in Stock” grab the user’s attention.

The user interface is contemporary, streamlined, responsive, and efficient on the front end for both customers and the AuroMedics team. The data on the back-end is an intricate network of product information—categories, filters, allergens, wholesale numbers and DailyMed links, pdfs, and ordering information. The WordPress CMS admin is neatly organized and easy to add posts and product information.