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
Professional Project,
GIT Creative Agency- ASU, Spring-2025
Professional Project,
GIT Creative Agency- ASU, Spring-2025
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 However, the outdated interface and complex navigation created friction in user interactions.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.
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 However, the outdated interface and complex navigation created friction in user interactions.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.
Initial Website Layout
Initial Website Layout
Context
Context
Problem Statement
The previous website faced several usability challenges, including:
Complex Navigation: Users struggled to find key information on events, membership, and resources.
Inconsistent Branding: The site lacked a cohesive visual identity, reducing brand recognition.
Accessibility Barriers: The website was not fully optimized for mobile users or individuals with disabilities.
Content Overload: Unstructured content led to cognitive overload, making the site difficult to scan.
Fragmented Experience: Some pages have incomplete information on their dedicated page, like Events page.
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 previous website faced several usability challenges, including:
Complex Navigation: Users struggled to find key information on events, membership, and resources.
Inconsistent Branding: The site lacked a cohesive visual identity, reducing brand recognition.
Accessibility Barriers: The website was not fully optimized for mobile users or individuals with disabilities.
Content Overload: Unstructured content led to cognitive overload, making the site difficult to scan.
Fragmented Experience: Some pages have incomplete information on their dedicated page, like Events page.
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.
User Personas
User Personas
Design
Process
Design
Process
User Research and Persona Creation
Based on the information from the clients, website analytics and user interviews, we developed two distinct user personas based on the common use cases, defining characteristics, user needs, pain points and motivations.
User Journey Mapping
Mapped out user journeys to identify pain points in the existing website, uncovering navigation issues and content gaps that hindered user engagement.
User Flow
Based on the information collected from User Personas and Journey Mapping, we simplified user flows for different situations based on the motivations of users to ensure straight-forward experience. Aim was to create a crisp and clear path for users in various scenarios.
Information Architecture and Navigation
To make sure we had a correct path for Information Architecture and navigation, we:
Conducted a content audit and restructured pages for a more intuitive flow.
Simplified the menu structure, reducing redundant links.
Implemented progressive disclosure to prevent information overload.
Doing this allowed us to reduce the task failure rates, leading to a better engagement rate and curate an experience which is easily accessible for all users.
User Research and Persona Creation
Based on the information from the clients, website analytics and user interviews, we developed two distinct user personas based on the common use cases, defining characteristics, user needs, pain points and motivations.
User Journey Mapping
Mapped out user journeys to identify pain points in the existing website, uncovering navigation issues and content gaps that hindered user engagement.
User Flow
Based on the information collected from User Personas and Journey Mapping, we simplified user flows for different situations based on the motivations of users to ensure straight-forward experience. Aim was to create a crisp and clear path for users in various scenarios.
Information Architecture and Navigation
To make sure we had a correct path for Information Architecture and navigation, we:
Conducted a content audit and restructured pages for a more intuitive flow.
Simplified the menu structure, reducing redundant links.
Implemented progressive disclosure to prevent information overload.
Doing this allowed us to reduce the task failure rates, leading to a better engagement rate and curate an experience which is easily accessible for all users.
User Journey Map
User Journey Map
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. 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. 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
Wireframes
Wireframes
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.
These designs are now being developed on WIX, leveraging its flexibility to create easily manageable content blocks. The modular approach allows AMA Phoenix’s team to update text, images, and event details effortlessly without needing coding expertise. By integrating the design system into WIX’s editor, we’ve ensured a scalable, maintainable solution that keeps the site dynamic and engaging.
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.
These designs are now being developed on WIX, leveraging its flexibility to create easily manageable content blocks. The modular approach allows AMA Phoenix’s team to update text, images, and event details effortlessly without needing coding expertise. By integrating the design system into WIX’s editor, we’ve ensured a scalable, maintainable solution that keeps the site dynamic and engaging.
Outcome
(Projected)
Outcome
(Projected)
The redesigned AMA Phoenix website is set to enhance usability, engagement, and brand presence. Key projected outcomes include:
Improved Navigation & User Experience – A streamlined information architecture and intuitive UI are expected to reduce cognitive load, making it easier for users to find events, membership details, and resources efficiently.
Seamless Content Management – The modular design system, built for Wix compatibility, will allow the AMA Phoenix team to update content effortlessly, ensuring the website remains dynamic and up to date.
Consistent Branding & Visual Appeal – The integration of a cohesive design system ensures a visually polished and professional digital presence, reinforcing brand credibility and trust.
Scalability for Future Growth – The flexible component-based structure provides a foundation for future expansion, enabling the website to adapt to evolving organizational needs.
The redesigned AMA Phoenix website is set to enhance usability, engagement, and brand presence. Key projected outcomes include:
Improved Navigation & User Experience – A streamlined information architecture and intuitive UI are expected to reduce cognitive load, making it easier for users to find events, membership details, and resources efficiently.
Seamless Content Management – The modular design system, built for Wix compatibility, will allow the AMA Phoenix team to update content effortlessly, ensuring the website remains dynamic and up to date.
Consistent Branding & Visual Appeal – The integration of a cohesive design system ensures a visually polished and professional digital presence, reinforcing brand credibility and trust.
Scalability for Future Growth – The flexible component-based structure provides a foundation for future expansion, enabling the website to adapt to evolving organizational needs.
Impact
(Projected)
Impact
(Projected)
The website revamp is expected to drive 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, leading to increased participation.
Stronger Community Interaction – An intuitive and user-friendly interface will foster stronger connections among marketers and industry professionals, increasing involvement in AMA Phoenix initiatives.
Greater Accessibility & Inclusivity – Thoughtful design decisions, including enhanced readability, clear content hierarchy, and accessible contrast ratios, aim to provide an inclusive experience for all users.
Sustainable Content Management – By leveraging Wix’s capabilities, the AMA Phoenix team will be able to independently manage and update content, ensuring long-term website sustainability without reliance on external developers.
The website revamp is expected to drive 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, leading to increased participation.
Stronger Community Interaction – An intuitive and user-friendly interface will foster stronger connections among marketers and industry professionals, increasing involvement in AMA Phoenix initiatives.
Greater Accessibility & Inclusivity – Thoughtful design decisions, including enhanced readability, clear content hierarchy, and accessible contrast ratios, aim to provide an inclusive experience for all users.
Sustainable Content Management – By leveraging Wix’s capabilities, the AMA Phoenix team will be able to independently manage and update content, ensuring long-term website sustainability without reliance on external developers.
Going
Forward
As the AMA Phoenix website revamp moves into its final stages, the focus shifts toward implementation, testing, and long-term scalability.
The design system we developed is now being integrated into Wix, ensuring that the website remains both visually cohesive and easy to manage for the client’s team. By leveraging Wix’s content management capabilities, AMA Phoenix will have full control over updates, event postings, and membership content without requiring technical expertise.
To enhance user engagement and accessibility, we plan to conduct usability testing with key stakeholders and users to gather feedback on navigation, content discoverability, and overall experience. Any insights gained will be used to refine interactions and optimize page layouts before the final launch.
Further, as the site structure is designed with scalability in mind, future enhancements could include dynamic content sections, personalized user dashboards, and improved event filtering features. These additions will help AMA Phoenix continue evolving its digital presence and meeting the needs of its growing community.
By iterating based on real-world usage and feedback, the website will not only serve as a hub for marketing professionals but also set a strong foundation for future growth and innovation.
As the AMA Phoenix website revamp moves into its final stages, the focus shifts toward implementation, testing, and long-term scalability.
The design system we developed is now being integrated into Wix, ensuring that the website remains both visually cohesive and easy to manage for the client’s team. By leveraging Wix’s content management capabilities, AMA Phoenix will have full control over updates, event postings, and membership content without requiring technical expertise.
To enhance user engagement and accessibility, we plan to conduct usability testing with key stakeholders and users to gather feedback on navigation, content discoverability, and overall experience. Any insights gained will be used to refine interactions and optimize page layouts before the final launch.
Further, as the site structure is designed with scalability in mind, future enhancements could include dynamic content sections, personalized user dashboards, and improved event filtering features. These additions will help AMA Phoenix continue evolving its digital presence and meeting the needs of its growing community.
By iterating based on real-world usage and feedback, the website will not only serve as a hub for marketing professionals but also set a strong foundation for future growth and innovation.
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