"It is THE essential community of marketers"
What does the AMA offer
Business Value Study
Value Proposition
Key Business Activities for the Home Page
Taking input from fellow AMAers
Choosing our How Might We's
Based on our conversations with Marketing, Data Analytics and other teams at the AMA, we chose 4 top How Might We's as our focus for the project:
Creating some initial prototypes
Here's the final version!
Older Version
Key Features
Personalization at its best!
The AMA has three vibrantly contrasting customer segments. I wanted to create the illusion of a personalized home page for these customer segments along with a general one for first time visitors. I decided on personalized content like a featured section where we would feature an AMA student leader's story, and a new grad Job's board for the Collegiate Communities users.
Making our products the "superstars"
The one thing that our Head of Marketing said was that the AMA's products had to be the heroes of the story on the home page. I decided to include these quick links as a sub navigation below the banner so our products like, memberships and the Marketing Journal were easily accessible.
What do our members say
The members of the AMA are its biggest marketers. I wanted to feature real people with real experiences on the home page which would convey the value of having an AMA membership to our first time viewers, as well as those users whose memberships were ending soon.
Featuring what the AMA actually does
The stakeholders had said that the home page failed to provide a clear distinction between what the events that the AMA did and the certifications that it had. Both were of equal importance but were only distinguished by a single icon on the previous version. I decided to utilize the cards blocks that we had to provide a clear distinction between both events and certifications to change the "long blog post" look of the whole website and reducing the cognitive load.
