ANML, INC

BACKGROUND

Please describe your company and position.

I am the Sr. Director, Business Operations, Data, & Analytics of OrthofX

Describe what your company does in a single sentence.

OrthoFX empower doctors to provide effective, efficient aligner systems while offering patients aligner options that fit with their daily lifestyle.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire ANML, INC to accomplish?

• Reimagine the OrthoFX brand experience
• Transform digital engagement through design
• Build a brand that inspires belief and accelerates growth

SOLUTION

How did you find ANML, INC?

Referral

Why did you select ANML, INC over others?

• High ratings
• Great culture fit
• Referred to me
• Company values aligned
• Quality of Work

How many teammates from ANML, INC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

ANML has been extensive, spanning the full evolution of the OrthoFX brand experience. Key deliverables included a complete website redesign — from strategy and UX through design and launch — which went on to earn two W3 Awards; the concepting and execution of our trade show booth that brought the brand to life in a dynamic, immersive environment; and a comprehensive suite of printed and digital marketing materials ensuring brand consistency across every touchpoint. ANML is now leading the design of our next-generation customer-facing portal — a major step forward in enhancing user experience and digital engagement for our doctors and patients alike.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The results of ANML’s work have been both measurable and transformative. Our redesigned website not only elevated brand perception but also pushed our company at the forefront of design and user experience. Post-launch, we saw a significant lift in site engagement metrics — including longer session durations, higher conversion rates, and stronger inbound lead quality. The new brand system and event presence have consistently drawn positive feedback from customers, partners, and investors, reinforcing OrthoFX’s position as an innovation leader in the orthodontic space.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

ANML’s project management has been exceptional, led by Yvette, whose organization, communication, and leadership kept every initiative running seamlessly. Despite ambitious timelines and shifting priorities, Yvette and the team consistently delivered on schedule — often exceeding expectations in both quality and speed. Her proactive approach, attention to detail, and ability to anticipate our needs made collaboration effortless and ensured that every project milestone was met with precision and confidence.

What was your primary form of communication with ANML, INC?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most about ANML was the creative vision and depth of expertise that Doug brought to every aspect of the work. His ability to translate complex brand ideas into bold, cohesive design systems was truly remarkable. Doug has an instinct for understanding both the strategic and emotional dimensions of a brand — ensuring that every creative decision not only looks exceptional but also serves a clear purpose. That combination of artistry, insight, and execution is what truly sets ANML apart.

Are there any areas for improvement or something ANML, INC could have done differently?

Our experience with ANML has been overwhelmingly positive, with only minor opportunities to further strengthen an already high-performing partnership. As the scope of work expanded across multiple complex initiatives, a more formalized process for long-term roadmap alignment and resource planning could have added even greater efficiency. That said, ANML’s flexibility, responsiveness, and commitment to excellence ensured every deliverable met — and often exceeded — expectations.

BACKGROUND

Introduce your business and what you do there.

I was the former head of product and was later the CEO at Yummly, a recipe platform company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with ANML, INC?

We hired them for app design and product strategy services and to work directly with our engineering team, our UX designers, and our data science team. 

SOLUTION

What was the scope of their involvement?

ANML, INC provided product design and strategy services for us. The team offered mobile app UI/UX design for our mobile app. ANML, INC initially led our mobile team and created the visual design language. The team came up with three design directions for the look and feel of our app. In the early days, they used Adobe Photoshop and Illustrator. As the industry evolved, they moved over to using Figma. The team created design systems in Figma 

ANML, INC provided us with mobile app UX design and app integration services. Ours was the first integration between two separate companies' apps. We integrated the app with Instacart. A user could send a recipe from our app to Instacart and have the apps talk to each other using deep links. ANML, INC was critical in thinking through the permutations of that integration and what the design looked at.

Then, our company went through an acquisition, and ANML, INC was deeply involved with the preparation of all the materials for the sale.

What is the team composition?

We worked directly with Doug from ANML, INC. The collaboration also included our internal engineering, UX design, and data science teams.

How did you come to work with ANML, INC?

I had previously worked with ANML, INC at other companies and was consistently impressed by their work; they were phenomenal. 

What is the status of this engagement?

The engagement began around April 2013 and continued through the company's acquisition and the rest of the product's lifespan. The collaboration continued until Yummly was eventually closed in Q1 2025. ANML, INC still works with the corporation that bought our company.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

During our partnership, Yummly grew from 100,000 users to over 30 million users. We received Editor's Choice awards on both Google Play and the App Store, and were nominated for Best Overall App on the Google Play Store, which was very much because of ANML, INC's design acumen. Our product was featured in the launch of Apple TV and Apple Watch, and we pioneered features that were later adopted by Apple and Google. ANML, INC played a critical role in these achievements through their design and strategic contributions.

Moreover, ANML, INC helped us design one of the best team experiences we've ever had professionally. I was initially involved in collaboration and attended all the sessions with them. In some agencies, individuals have big egos and tend to want to go off to do their thing and then come back. These individuals tend to be precious. What I liked about working with ANML, INC was that it was very collaborative, and we iterated together. 

ANML, INC was also instrumental to the integration's success. Doug personally created the visual design identity, and it was so impressive that it shifted our company from being lukewarm about mobile to being super excited. ANML, INC always used a combination of tried and true technologies while always moving with the pace of things. When I became the CEO, I was less in the weeds with them, but my experience was always that they were using the latest and greatest technologies for everything while keeping things accessible for the partners. Their design systems were easy to share in Figma. 

When the company was acquired by Whirlpool Corporation, they were so impressed with what was happening at our company, that they hired ANML, INC to work with some of their other major brands. 

How did ANML, INC perform from a project management standpoint?

They consistently delivered work on time and within budget. Since the project had a long lifespan of about 12 years, the tools we used changed over the years and included Google Drive, Pivotal Tracker, Zoom, Asana, and Jira, depending on the teams we were interacting with. 
We had regular scrum meetings and met twice weekly in person. We collaborated using Figma; we brainstormed ideas, and then they brought them to Figma.

What did you find most impressive about them?

The quality of their service was exceptional — it could not have been higher.

Are there any areas they could improve?

There was nothing they needed to improve.

Do you have any advice for potential customers?

In some companies, there's a lot of overhead, many opinions, and bureaucracy. I would try not to bring ANML, INC into that because it becomes a waste of time. Moreover, those processes are not about them, and they're able to execute well and work with key team members to great results — that's where I've seen them shine. They're incredibly patient and will participate in process-related interactions, but my recommendation would be for senior leaders to let ANML, INC do their thing. Trust that they'll do great work. 

BACKGROUND

Please describe your company and position.

I am the Founder & CEO of The Martha Niño Foundation

Describe what your company does in a single sentence.

Educational non profit

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire ANML, INC to accomplish?

• Create a best in class non profit website
• Convey our mission
• Improve usability

SOLUTION

How did you find ANML, INC?

Referral

Why did you select ANML, INC over others?

• High ratings
• Close to my geographic location
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from ANML, INC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

ANML partnered with The Martha Niño Foundation to redesign and elevate the organization’s website. The goal was to create a modern, credible, and emotionally engaging digital presence that clearly communicates the foundation’s mission, builds trust with visitors, and drives meaningful action through donations and engagement. The project included strategy, design, and development phases, with a focus on simplifying navigation, improving content hierarchy, enhancing the foundation’s logo for better digital use, and creating a visual identity that reflects the organization’s impact and warmth. Key Deliverables: 

• Website Strategy & Architecture: Developed a new site map and content structure to improve flow and clarity. 
• Visual Design: Created multiple homepage and template design options to establish a cohesive, sophisticated look and feel. 
• Logo Enhancements: Refined the foundation’s logo for improved legibility, scalability, and brand consistency across digital and print applications. 
• Messaging & Copy Guidance: Helped refine key messages to better connect with visitors through clear and inspiring storytelling. 
• Responsive Web Build: Designed and built a fully responsive website optimized for accessibility, performance, and ease of updates. 
• Launch & Ongoing Support: Provided QA, launch assistance, and post-launch support to ensure smooth performance and alignment with goals. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The new website launched smoothly and received overwhelmingly positive feedback from visitors, partners, and educators. The improved design and navigation made it easier for people to understand the foundation’s mission and take meaningful action.

Since launch, the site has seen increased engagement and a noticeable uptick in visitors exploring key sections such as the foundation’s stories and donation opportunities. Multiple visitors shared positive reviews highlighting the clarity, warmth, and professionalism of the new experience.

Overall, the project strengthened the foundation’s online presence, reinforced trust with supporters, and better positioned the organization to expand its impact.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

ANML’s project management was organized, proactive, and highly responsive throughout the engagement. The team kept communication clear and consistent, ensuring we always knew what to expect and when. They delivered each milestone on time and provided thoughtful updates along the way, which made the process feel smooth and collaborative.

Whenever questions or adjustments came up, ANML was quick to respond and flexible in finding solutions that supported our goals. Their attention to detail, professionalism, and follow-through gave us complete confidence in the project from start to finish.

What was your primary form of communication with ANML, INC?

Virtual Meeting

What did you find most impressive or unique about this company?

We were most impressed by ANML’s ability to balance creativity with strategy. They took time to understand our story and treated our project with genuine care and professionalism. Their collaborative approach and attention to detail made for a great experience. The entire experience was positive from start to finish.

Are there any areas for improvement or something ANML, INC could have done differently?

We don’t have any suggestions for improvement. The entire process was smooth, collaborative, and well-managed from start to finish.