Overview
Users struggled with confusing navigation, disorganized pages, and hard-to-find resources, resulted in a fragmented experience. The site’s text-heavy design made it difficult to quickly scan information, while outdated visuals and limited functionality hindered engagement and content management.
Redesigning the website with a sleeker, more intuitive interface that enhances usability, boosts user engagement, drives event participation, increases membership sign-ups, and improves overall satisfaction, all while aligning with AMA Phoenix’s brand identity.
Research
Our research indicated that users faced several challenges while navigating the current platform, impacting their experience and efficiency. We identified the key user pain points which include:
User Personas
Journey Map
Building Wireframes
Now that the client approved the design idea, we then started designing wireframes that would be essential as a foundation to the final mockups.
Design System
A custom design system rooted in AMA Phoenix’s brand guidelines ensured visual consistency and scalability. It unified typography, color, components, and spacing, streamlining collaboration and supporting long-term growth. It wasn’t just about visuals, it was about creating a structure that could grow with AMA.
Potential Impact
User- Centered Design: Applied accessibility principles and clear content hierarchy to design responsive layouts within real-world constraints.
Active Iterations: Translated client feedback into practical, scalable design decisions through continuous iteration.
Brand Identity: Built a cohesive design system that ensured consistent UI and aligned with brand and business goals.
Team Player: Strengthened collaboration through rapid feedback loops, clear communication, and lots of caffeine.
Learning & Growth
User- Centered Design: Applied accessibility principles and clear content hierarchy to design responsive layouts within real-world constraints.
Active Iterations: Translated client feedback into practical, scalable design decisions through continuous iteration.
Brand Identity: Built a cohesive design system that ensured consistent UI and aligned with brand and business goals.
Team Player: Strengthened collaboration through rapid feedback loops, clear communication, and lots of caffeine.
