Amplience, a London-based software company founded in 2008, specializes in providing content management and delivery solutions tailored for retail and e-commerce businesses. Their cloud-based platform enables clients to efficiently manage and distribute digital content across multiple channels, including websites, mobile apps, and social media.
Information Architecture
Redesign the Amplience interface to provide an easy-to-use system with intuitive information, prioritised and structured data, and many features and modules.
Consistent Brand Language
Overcome the challenge of coherency in a considerable product by building the entire brand experience using patterns, components, UI elements, and bases.
Interface Based on Content Types
Develop principles and guidelines for reusable content types across all Amplience products, and maintain the design system for user flows on a rapidly expanding project.
As a central focus, we had to redesign a website that could effectively showcase Amplience's cutting-edge business solutions and sell them to new customers. However, this aim marked the beginning of our journey to transform not just the website but the entire brand experience, ensuring that it resonated with Amplience's target audience and reflected the innovative nature of solutions. To tackle these issues head-on, we started data collection. As a UX/UI designer on this project, I collected client feedback, conducted market research, and analyzed our primary competitors.
I realized that the design of the Amplience website didn't reflect product value and potential for customers. With valuable insights, our design team and higher management agreed that a brand redesign was necessary to convey Amplience's modernity and adaptability for e-commerce businesses in the digital age and AI era.
After conducting a customer interview, we discovered that 73% of users faced issues while navigating through the website using the main menu. The most common complaint was about the information architecture of the site. Users found it to be unclear and had difficulty locating all the necessary pieces of information. Furthermore, users also reported that information about the main product was not prominently displayed, and there was an excess of unnecessary text on the site.
As a starting point, we decided to make a sitemap and reorganize the whole information structure of the website to make all necessary information accessible to the user. Then, we started the prototyping process with high-fidelity purpose to make sure how the information architecture works.
Welcome to the New Amplience - New Brand Voice
Like any good brand, this is going to grow. It’s going to change. So, the design team has made significant changes to Amplience's brand identity, keeping in mind that it needs to be scalable.
As a result of the rebranding, typography became more modern, the color theme became more striking, and we introduced a new geometric motif and photography style that made everything more lively. Additionally, we have unveiled a new logo. However, the most critical aspect of these changes is their reason. The design team aimed to bring Amplience culture and people's vitality and vibrancy to the core of the brand's look and feel.
In terms of the website design our primary focus was creating clear, accessible layouts and information architecture across the site using content types for over 100+ unique pages. To begin any project, it is essential to have the necessary building blocks in place, just like in a Lego set. So, we started by creating a comprehensive design system using the Atomic Design Methodology. We began with molecules (basics), then moved on to molecules (elements), organisms (components), templates (patterns), and finally, pages. This was a necessary step as it allowed our team to build a consistent and high-quality interface. Design systems serve as a central source of truth, constantly evolving to meet the project's needs.
And I think we succeeded. Check it out below.
