AWS Australia
Cross Functional Team
My Role：
Problem Statement
Outdated Design
Built before modern UX standards, the system feels outdated and lacks a user-friendly experience.
Chaotic Structure
Years of modifications created a tangled system where distinct user groups see overlapping content, causing confusion and inefficiency.
High Cost of Change
Previous Devs built an overly complex system that kept updates time consuming - locking the client into expensive development cycles.
Sprint 1
Understanding
Audit existed system
1. Official Website: Built for end consumers, offering limited access to product details such as images, dimensions, WERS ratings, key features, and featured projects.
2. SpecifyAWS: Designed for specifiers (e.g., architects and builders), granting access to specialized resources like CAD/BIM files (Revit, test reports) alongside end-consumer content.
3. ConnectAWS: Targeted at fabricators, offering the full spectrum of AWS resources, including SpecifyAWS content and additional access to tools like CNC machinery.
Persona
End Consumer
Specifier
Fabricator
Sprint 2
Extracting Insights
User Journey Map
By mapping out these distinct user journeys, built upon well-researched personas, our team gained a clear understanding of AWS’s business structure, ensuring our design was aligned with real user needs instead of relying on assumptions. This reduced miscommunication and streamlined the design process.
“AWS manufactures aluminum window and door systems but doesn’t sell directly to customers. Instead, thousands of Fabricators use their products, requiring access to technical documents, specs, and digital files. Architects need CAD drawings and certifications, while End Consumers seek buyer-related information.”
Cost-Effective Scalability
Streamlining AWS Australia’s Digital Ecosystem with a Budget-Friendly solution
To optimize costs, we built the AWS consumer website using WordPress with Elementor and adopted Kontainer, a commercial PIM/DAM system. My user journey research revealed that SpecifyAWS and ConnectAWS users primarily downloaded CAD and CNC files, making a custom-built system unnecessary. Kontainer efficiently covers these needs at a lower cost than a full rebuild.
Sprint 3 - 9
Ideation
Information Architecture Map
To adopt Kontainer effectively and optimize AWS Australia’s content, I created an Information Architecture map.
The old system contained a lot of unnecessary elements, so I first listed everything and compared it side by side with the new system requirements. From that, I extracted the essential components and reorganized them into a more efficient structure, which, once approved by the client, laid the foundation for the build phase.
Wireframe
With the IA map in place, I crafted the wireframes to visualize and refine the user experience before moving to high-fidelity designs.
Addressing Problems 1
Simplifying Product Navigation
AWS Old Version
It takes too many step to navigate from Home page to a specific product
Home page > Brand page > Product Type page > Subcategory page > Product page
Confusing Landing Page: The landing page lacks a clear hierarchy and purpose, making it difficult for users to quickly understand the site’s value proposition or navigate to relevant content.
Complex Navigation Workflow: The path from the homepage to a specific product is unintuitive, making it difficult for users to efficiently locate and filter products, leading to frustration.
Redesigned Version
Streamlined Navigation: From Home to Product in Fewer Steps
Clear Landing Page: The redesigned homepage establishes a strong hierarchy, making it easy for users to understand the site’s purpose and access key content quickly.
Optimized Navigation Flow: A simplified path reduces unnecessary steps, allowing users to find and filter products efficiently, improving the overall user experience.
Addressing Problems 2
Enhancing Call-to-Action
AWS Old Version
Lacking Clarity & Engagement
• The SpecifyAWS and ConnectAWS CTAs consist of only brief text descriptions.
• Users receive little context on what these platforms offer, making it unclear why they should engage.
• Without visual reinforcement, the CTA fails to capture attention or communicate value effectively.
Redesigned Version
A Visual, Informative CTA Approach
• Each section displays relevant architectural software interfaces
• This approach offers users a clear preview of what they can access, increasing engagement and understanding.
Addressing Core Problems 3
Fixing Misleading UI Cues
AWS Old Version
A UI That Sends Mixed Signals
Users Expect Direction, But Get Confusion
• The horizontal menu bar includes three anchor points that scroll to sections on the same page.
• Each item has a downward-pointing triangle, suggesting vertical movement or dropdowns.
• However, in a horizontal layout, these visual cues are misleading, causing user confusion.
Redesigned Version
A Vertical Menu for Seamless Browsing
• The menu bar is now vertically aligned, matching the natural reading flow for scanning sections.
• It remains in a fixed position, ensuring users always have quick access to different product sections.
• Clicking a menu item smoothly scrolls to the corresponding section, enhancing usability.
• As users scroll, the active section automatically highlights, providing clear visual feedback on their current position.
Design System
Style Guide & Component Library for Responsive Design
Navigation Variations Across Stages & Screen Sizes
I developed a design system to streamline UI development, accelerate UX iterations, and ensure precise, scalable implementation for a seamless user experience.