05 / 06
Website Redesign for 1 Million Members
550%
CTR Increase
AMA.ca served over a million members — but it was built in silos, updated in silos, and experienced in silos. A website that large, serving that many people, cannot afford to be incoherent.
The existing AMA.ca had grown organically over years of department-driven updates. Each team managed their own section with their own navigation patterns, content styles, and visual treatments. The result was a site that felt like five different companies sharing one URL. Members struggled to find what they needed, CTR was low, and the CMS was so rigid that content teams couldn't update pages without developer support.
My mandate: Lead the full redesign of AMA.ca — rebuilding the IA, designing 200+ page templates, and creating a CMS component system that empowered content teams to work independently.
"Scale is a design constraint. Every decision — every component, every pattern — had to work across 200+ pages, 12 departments, and a million different contexts. Systems thinking wasn't optional."
Catalogued 800+ existing pages — categorising by content type, traffic volume, and update frequency to inform the new IA and template priority list.
Redesigned the site's information architecture using card sorting with 200 members and tree testing to validate navigation before a single mockup was made.
Built a modular component system in Figma and translated it to CMS-ready blocks — giving content teams 40+ composable building blocks for any page type.
Designed 200+ page templates covering every content type: product pages, location finders, article hubs, forms, campaign landing pages, and more.
Collaborated with developers on the custom CMS implementation — writing HTML/CSS for key components and QA-ing the build against design specs.
The redesigned AMA.ca launched with a unified visual language, a logical information architecture, and a flexible CMS that content teams could operate without developer support. Navigation was restructured around member needs — not internal departments — making it dramatically easier to find roadside, insurance, travel, and membership content.
Key design decisions: A persistent mega-nav replaced the flat dropdown with a structured, visual hierarchy. CTAs were redesigned with clearer action language and better contrast. The new component library ensured visual consistency without constraining creative flexibility for campaigns and seasonal content.