AMA Full Website Redesign

Summary

AMA has been serving Albertans since 1926. A lot has changed since then, especially AMA’s approach to members’ digital experiences. One of the largest projects I have completed during my career here has been the full UX/UI redesign of ama.ab.ca. Our teams’ goal was to greatly improve user experience with a more user-friendly UI, new and improved features, and rebuild the framework in Angular with a custom CMS.

Results

• 550% increase in CTRs on all major funnels
• Increased NPS +35 points
• Increased Membership retention (from 74% to 88%)

Design Process

Our team leveraged qualitative analytics, heat mapping data, and member personas to inform our design decisions. Building on insights from previous projects and competitive analysis, we crafted user flows, refined information architecture, and established digital brand guidelines.

As the lead UX Designer, I defined the visual identity for primary and secondary pages, microsites, funnels, and key business unit pages. Presenting the design strategy to the executive stakeholder committee, I proposed updates including web-friendly fonts, WCAG A compliant colours, and the development of a new brand library. Collaborating with business unit stakeholders, project managers, technical leads, and directors, we finalized the direction through a thorough review process.

Upon approval, I directed a team of three designers to create over 200 template pages for the new site, actively contributing to front-end development as we approached the deadline. Additionally, I played a key role in art direction, partnering with a local agency to produce a library of custom illustrations and icons consistent with the updated brand. Overseeing photoshoots for all AMA centres and advisors/agents, I ensured a cohesive and visually compelling presence on the new site.

Features

In alignment with a broader business goal to elevate the digital member experience and embrace an omnichannel strategy for member engagement, our initial major initiative involved a comprehensive redesign of the ama.ab.ca website.

This included new features: online appointment systems, a rewards marketplace, a new road test funnel and insurance quote/purchase online tools.