Elevating user experience and strengthening digital presence by simplifying navigation, enhancing accessibility, and creating a seamless platform for marketers and industry professionals.
Elevating user experience and strengthening digital presence by simplifying navigation, enhancing accessibility, and creating a seamless platform for marketers and industry professionals.
Elevating user experience and strengthening digital presence by simplifying navigation, enhancing accessibility, and creating a seamless platform for marketers and industry professionals.
Website Re-Design
American Marketing Association,
Phoenix Chapter
Website Re-Design
American Marketing Association,
Phoenix Chapter
Website Re-Design
American Marketing Association,
Phoenix Chapter
Client: American Marketing Association, Phoenix
Tools: Figjam, Figma, Photoshop
Timeline: 4months
Client: American Marketing Association, Phoenix
Tools: Figjam, Figma, Photoshop
Timeline: 4months
Client: American Marketing Association, Phoenix
Tools: Figjam, Figma, Photoshop
Timeline: 4months
The AMA Phoenix website serves as a key platform for marketing professionals, students, and industry leaders to explore events, memberships, and resources. However, the outdated interface and complex navigation created friction in user interactions. This redesign aimed to streamline usability, modernize aesthetics, and align the website with AMA Phoenix’s brand identity while enhancing accessibility and engagement.
My Role
As part of the UX team, I contributed across multiple phases of the AMA Phoenix website redesign. I led user research to uncover member needs, created journey maps to visualize user experiences, and designed multiple web pages aligned with the new design system. I also assisted in usability testing, ensuring the final product was user-centered and met organizational goals.
The AMA Phoenix website serves as a key platform for marketing professionals, students, and industry leaders to explore events, memberships, and resources. However, the outdated interface and complex navigation created friction in user interactions. This redesign aimed to streamline usability, modernize aesthetics, and align the website with AMA Phoenix’s brand identity while enhancing accessibility and engagement.
My Role
As part of the UX team, I contributed across multiple phases of the AMA Phoenix website redesign. I led user research to uncover member needs, created journey maps to visualize user experiences, and designed multiple web pages aligned with the new design system. I also assisted in usability testing, ensuring the final product was user-centered and met organizational goals.
Context
Context
Problem Statement
The AMA Phoenix website faced challenges that impacted both the business and the user experience:
Business Problems
Lack of a cohesive visual identity, weakening brand recognition.
High bounce rates and low engagement with membership and event pages.
User Problems
Complex navigation made it difficult to find key information on events, membership, and resources.
Fragmented experience, with some pages (like Events) containing incomplete or outdated information.
Accessibility gaps and poor mobile optimization limited usability for a wider audience.
Content overload and unstructured layout caused cognitive fatigue.
Goals
The goal was to create a cleaner, more intuitive, and engaging digital presence that drives event participation, membership sign-ups, and overall user satisfaction.
Problem Statement
The AMA Phoenix website faced challenges that impacted both the business and the user experience:
Business Problems
Lack of a cohesive visual identity, weakening brand recognition.
High bounce rates and low engagement with membership and event pages.
User Problems
Complex navigation made it difficult to find key information on events, membership, and resources.
Fragmented experience, with some pages (like Events) containing incomplete or outdated information.
Accessibility gaps and poor mobile optimization limited usability for a wider audience.
Content overload and unstructured layout caused cognitive fatigue.
Goals
The goal was to create a cleaner, more intuitive, and engaging digital presence that drives event participation, membership sign-ups, and overall user satisfaction.
Initial Website
Initial Website
Initial Website
User Research
To ensure the redesign addressed real user needs, we led research efforts that combined client insights, website analytics, and user interviews.
Analytics Review: Data revealed that most users accessed the site on desktop, but engagement was low with high bounce rates on the homepage and membership pages, pointing to usability and content issues.
User Interviews: Conversations with stakeholders and potential users highlighted difficulties in navigation, inconsistent branding, and unclear event information.
Personas: From research insights, we created two primary personas that represented the main audience segments. These personas captured defining characteristics, goals, pain points, and motivations, ensuring our design decisions remained user-centered.
Journey Mapping: We mapped user journeys to visualize key friction points—such as finding events or signing up for membership—highlighting where content gaps and unclear navigation disrupted user flows.
This research provided a strong foundation for prioritizing usability improvements, restructuring content, and designing a streamlined user experience.
To ensure the redesign addressed real user needs, we led research efforts that combined client insights, website analytics, and user interviews.
Analytics Review: Data revealed that most users accessed the site on desktop, but engagement was low with high bounce rates on the homepage and membership pages, pointing to usability and content issues.
User Interviews: Conversations with stakeholders and potential users highlighted difficulties in navigation, inconsistent branding, and unclear event information.
Personas: From research insights, we created two primary personas that represented the main audience segments. These personas captured defining characteristics, goals, pain points, and motivations, ensuring our design decisions remained user-centered.
Journey Mapping: We mapped user journeys to visualize key friction points—such as finding events or signing up for membership—highlighting where content gaps and unclear navigation disrupted user flows.
This research provided a strong foundation for prioritizing usability improvements, restructuring content, and designing a streamlined user experience.
User Personas
User Personas
User Journey Map
User Journey Map
Design
Process
Design
Process
User Flows and Information Architecture
Building on our research insights, we worked on restructuring user flows and information architecture to ensure a smoother experience for members, volunteers, and event attendees.
User Flows
Simplified key flows (membership sign-up, event registration, volunteer sign-up) based on persona motivations and journey mapping.
Prioritized critical paths such as membership enrollment, a major revenue driver, while ensuring secondary flows (event exploration, volunteering) remained accessible.
Reduced unnecessary steps and created clear decision points, resulting in more direct and intuitive user journeys.
Information Architecture
Conducted a full content audit to identify redundancies, broken links, and inconsistent hierarchies.
Created and iterated multiple versions of the sitemap, refining structure based on team feedback and user needs.
Implemented progressive disclosure to present information in digestible layers, minimizing content overload.
Reorganized navigation with simplified menus and clearer grouping of related content.
User Flows and Information Architecture
Building on our research insights, we worked on restructuring user flows and information architecture to ensure a smoother experience for members, volunteers, and event attendees.
User Flows
Simplified key flows (membership sign-up, event registration, volunteer sign-up) based on persona motivations and journey mapping.
Prioritized critical paths such as membership enrollment, a major revenue driver, while ensuring secondary flows (event exploration, volunteering) remained accessible.
Reduced unnecessary steps and created clear decision points, resulting in more direct and intuitive user journeys.
Information Architecture
Conducted a full content audit to identify redundancies, broken links, and inconsistent hierarchies.
Created and iterated multiple versions of the sitemap, refining structure based on team feedback and user needs.
Implemented progressive disclosure to present information in digestible layers, minimizing content overload.
Reorganized navigation with simplified menus and clearer grouping of related content.
Information Architecture
Information Architecture
Design
Process
Design
Process
Visual Design
We drafted 4 options on visual design direction for the web presence of AMA Phoenix.
Bento Grid – modular and content-dense
Arizona Theme – inspired by local tones and textures
White (open)-Spaced Layout – minimal with large white space
3D Layering – depth-driven with stacked cards and layering.
After pitching the themes the client decided to move forward with the 3D/Layering theme.
Building Wireframes
We designed Lo-Fi wireframes for the entire web experience, guided by specific thematic concepts. To ensure alignment, we collaborated with the stakeholders to build consensus on the chosen theme.
Once the client approved the design idea, we started designing wireframes that would be essential as a foundation to the final mockups.
Visual Design
We drafted 4 options on visual design direction for the web presence of AMA Phoenix.
Bento Grid – modular and content-dense
Arizona Theme – inspired by local tones and textures
White (open)-Spaced Layout – minimal with large white space
3D Layering – depth-driven with stacked cards and layering.
After pitching the themes the client decided to move forward with the 3D/Layering theme.
Building Wireframes
We designed Lo-Fi wireframes for the entire web experience, guided by specific thematic concepts. To ensure alignment, we collaborated with the stakeholders to build consensus on the chosen theme.
Once the client approved the design idea, we started designing wireframes that would be essential as a foundation to the final mockups.
Four Options for Visual Theme
Four Options for Visual Theme
Design
Process
Design
Process
Design System Development
To ensure visual consistency and honor AMA Phoenix’s brand, our team created a custom design system rooted in their official guidelines. This framework unified typography, color palette, components, spacing, and interaction patterns, providing a shared language across design and development.
By establishing the system early on, we streamlined collaboration, reduced redundancy, and ensured a cohesive user experience throughout the site. Beyond visuals, the design system was built as a flexible and scalable foundation that could grow with AMA Phoenix’s evolving needs, supporting both future content and functionality.
Key pages, including the homepage, event listings, membership details, about us, and resource sections, were carefully designed to ensure a seamless user experience.
Design System Development
To ensure visual consistency and honor AMA Phoenix’s brand, our team created a custom design system rooted in their official guidelines. This framework unified typography, color palette, components, spacing, and interaction patterns, providing a shared language across design and development.
By establishing the system early on, we streamlined collaboration, reduced redundancy, and ensured a cohesive user experience throughout the site. Beyond visuals, the design system was built as a flexible and scalable foundation that could grow with AMA Phoenix’s evolving needs, supporting both future content and functionality.
Key pages, including the homepage, event listings, membership details, about us, and resource sections, were carefully designed to ensure a seamless user experience.
Design
Process
Design
Process
Final Design & Development
The redesigned AMA Phoenix website features a modern, user-friendly interface that enhances navigation and accessibility. Each page is structured to provide clear, concise information while maintaining visual harmony with the brand’s identity.
Key pages, including the homepage, event listings, membership details, about us, and resource sections, were carefully designed to ensure a seamless user experience.
Final Design & Development
The redesigned AMA Phoenix website features a modern, user-friendly interface that enhances navigation and accessibility. Each page is structured to provide clear, concise information while maintaining visual harmony with the brand’s identity.
Key pages, including the homepage, event listings, membership details, about us, and resource sections, were carefully designed to ensure a seamless user experience.
Final Protype
Final Protype
Usability Testing
Usability Testing
To validate the effectiveness of our redesign, our team conducted moderated usability testing with 5 participants using a structured, scenario-based protocol. We asked users to complete tasks while thinking aloud, focusing on three core flows:
Exploring the homepage and capturing initial impressions
Navigating and understanding the Membership page
Registering for an event through the Events page
Key Insights
Navigation was intuitive: All participants easily explored the site using both the navigation bar and in-page links.
Homepage made a strong impression: Users described the site as professional, bold, and easy to navigate, appreciating the clarity and trust-building elements.
Membership and event flows worked smoothly: Participants successfully located membership details and registered for events without confusion.
Content structure enhanced understanding: Accordion sections, visual hierarchy, and supporting graphics made information more digestible.
Unique value stood out: The “Convince Your Boss” section was specifically highlighted as persuasive and helpful by multiple users.
Overall, usability testing confirmed that our redesign improved clarity, trust, and ease of use. The insights gathered also guided refinements to CTA visibility, visual hierarchy, and layout spacing, ensuring the final design met both user needs and business goals.
To validate the effectiveness of our redesign, our team conducted moderated usability testing with 5 participants using a structured, scenario-based protocol. We asked users to complete tasks while thinking aloud, focusing on three core flows:
Exploring the homepage and capturing initial impressions
Navigating and understanding the Membership page
Registering for an event through the Events page
Key Insights
Navigation was intuitive: All participants easily explored the site using both the navigation bar and in-page links.
Homepage made a strong impression: Users described the site as professional, bold, and easy to navigate, appreciating the clarity and trust-building elements.
Membership and event flows worked smoothly: Participants successfully located membership details and registered for events without confusion.
Content structure enhanced understanding: Accordion sections, visual hierarchy, and supporting graphics made information more digestible.
Unique value stood out: The “Convince Your Boss” section was specifically highlighted as persuasive and helpful by multiple users.
Overall, usability testing confirmed that our redesign improved clarity, trust, and ease of use. The insights gathered also guided refinements to CTA visibility, visual hierarchy, and layout spacing, ensuring the final design met both user needs and business goals.
Impact
(Projected)
Impact
(Projected)
The redesigned AMA Phoenix website is positioned to deliver long-term improvements in user engagement, accessibility, and operational efficiency:
Higher User Engagement – A more structured and visually appealing website is projected to encourage deeper exploration of events, membership benefits, and resources.
Stronger Community Interaction – The intuitive interface is expected to foster stronger connections among marketers and professionals, encouraging participation in AMA Phoenix initiatives.
Greater Accessibility & Inclusivity – Enhanced readability, clear hierarchy, and accessible design practices ensure inclusivity for all users.
Sustainable Content Management – The modular design system integrated into Wix will enable the AMA Phoenix team to update and maintain content independently.
The redesigned AMA Phoenix website is positioned to deliver long-term improvements in user engagement, accessibility, and operational efficiency:
Higher User Engagement – A more structured and visually appealing website is projected to encourage deeper exploration of events, membership benefits, and resources.
Stronger Community Interaction – The intuitive interface is expected to foster stronger connections among marketers and professionals, encouraging participation in AMA Phoenix initiatives.
Greater Accessibility & Inclusivity – Enhanced readability, clear hierarchy, and accessible design practices ensure inclusivity for all users.
Sustainable Content Management – The modular design system integrated into Wix will enable the AMA Phoenix team to update and maintain content independently.
Key Learnings
Key Learnings
This project gave me valuable growth opportunities as both a designer and collaborator:
I learned how to balance user needs with organizational goals, ensuring the redesign aligned with AMA Phoenix’s brand identity while addressing usability issues.
I developed stronger collaboration and communication skills, working within a design system and contributing to a shared vision across the team.
I saw firsthand how research insights translate into tangible design decisions, and how even subtle UX changes can greatly improve trust and engagement.
I gained confidence in working with design systems, understanding how modular components create scalability and consistency across platforms.
This project gave me valuable growth opportunities as both a designer and collaborator:
I learned how to balance user needs with organizational goals, ensuring the redesign aligned with AMA Phoenix’s brand identity while addressing usability issues.
I developed stronger collaboration and communication skills, working within a design system and contributing to a shared vision across the team.
I saw firsthand how research insights translate into tangible design decisions, and how even subtle UX changes can greatly improve trust and engagement.
I gained confidence in working with design systems, understanding how modular components create scalability and consistency across platforms.
Going
Forward
Going
Forward
Moving forward, the redesigned site offers opportunities to evolve AMA Phoenix’s digital presence:
Conduct usability testing with members and stakeholders to validate navigation and content discoverability.
Track long-term analytics post-launch to measure improvements in engagement and conversion.
Explore advanced features like personalized dashboards, enhanced event filtering, or onboarding flows for new members.
Continue iterating on content and CTAs with A/B testing to optimize for conversions.
Moving forward, the redesigned site offers opportunities to evolve AMA Phoenix’s digital presence:
Conduct usability testing with members and stakeholders to validate navigation and content discoverability.
Track long-term analytics post-launch to measure improvements in engagement and conversion.
Explore advanced features like personalized dashboards, enhanced event filtering, or onboarding flows for new members.
Continue iterating on content and CTAs with A/B testing to optimize for conversions.
Next project unveiling soon
User Research: SEMTE Graduate Resources Website
Next project unveiling soon
User Research: SEMTE Graduate Resources Website
Next project unveiling soon
User Research: SEMTE Graduate Resources Website