Alberta Motor Association
Mission: Alberta Motor Association (AMA) required a complete redesign for over 300 web pages—the goal is to provide a more effective user experience, improve brand cohesiveness, enhance web accessibility, and increase conversion rates.
Solution: Our team developed a new information architecture for improving site navigation. In terms of improving brand cohesiveness, I took the lead on creating certain sections of the new Digital Brand Guidelines, such as setting rules for consistent page structure, illustration, and iconology. The guidelines also include rule setting for cohesive page structure layout on responsive screen sizes, this process tied in UI/UX best practices and usability heuristics. To ensure proper web accessibility, the colours have always passed through WCAG colour compliance. Conversion rates have increased by implementing new multi-step flows, or redesigning existing user flows included on the website.
Client: Alberta Motor Association
My Role: UI/UX, Web Design, Brand Guidelines Development, Illustration
Year: 2020
Membership Join
An interactive multi-step section was created on one of the main landing pages to increase membership join rates. The strategy includes the process of building out of a unique questionnaire that will engage the user, while providing them with a recommended membership level based on their answers. Results and conversion rates are to be determined.
Mobile View
The path shown below is how a user can start from the main AMA homepage and enter the Membership Join landing page. The user can interact with a widget to enter the Membership Purchase funnel from the Join page.
Membership Benefits
This webpage displays all of the possible benefits that a customer can get from joining AMA. There is a total 93 benefits can be filtered through the company’s different business units.
Digital Illustration
A series of illustrations I created based on the new digital branding direction—these are used across AMA’s website. The illustrations are also kept as resources to build the digital asset library.
