AMSA Website Design

✦ Challenge

Objective

Establish a user-centered website that clearly communicates AMSA’s expertise in embedded software, AI solutions, and test automation, helping prospective clients quickly understand the services and value proposition.

Business Challenge

AMSA had no digital identity that reflected its professionalism or innovative approach. The website needed to position AMSA as a credible consulting partner while differentiating it from competitors.

Design Goal

Create a clean, bold, and intuitive interface that guides users efficiently through services, strengthens brand credibility, and supports future business growth.

✦ Team

Collaboration

Worked closely with AMSA’s founder and CEO, leveraging over a decade of experience in software development and management to align design decisions with business strategy and client expectations. Conducted workshops and iterative feedback sessions to ensure the website was both user-friendly and strategically aligned, with every design iteration reviewed to balance business priorities, technical feasibility, and user experience.

✦ Approach

Research & Benchmarking

Reviewed peer companies and industry standards to pinpoint clear opportunities for improving content structure, service clarity, and user flow. This research guided the creation of a more intuitive and streamlined website experience.

IA & Content Planning

Structured the entire website content from the ground up, mapping out sections that clearly present AMSA’s core services and value. Created a logical flow that helps users quickly grasp what AMSA offers, while ensuring navigation remains simple, intuitive, and aligned with how visitors naturally explore information.

Design Implementation

Worked directly in WordPress, iterating on layouts, typography, and visuals in real-time. Adjustments were made based on ongoing feedback from the stakeholder, ensuring that every design decision was immediately tested and validated in the live environment.

Iterative Refinement

Continuously refined the website’s look and functionality through quick iterations, balancing UX best practices with technical constraints and business priorities.

✦ Decisions

Content & Structure

Designed the site architecture to clearly surface AMSA’s primary service areas and technical expertise. The hierarchy, flow, and layout were carefully shaped to help users move through service information naturally, reducing friction and making it easier to compare offerings and understand value.

Navigation & Interaction

Intuitive navigation, a fixed top menu, and clear call-to-actions improved discoverability and engagement, supporting seamless user journeys across the site.

Typography

Typography (Poppins) and a restrained color palette were chosen to convey professionalism, trust, and technical sophistication. Minimalistic, bold design elements reinforced AMSA’s brand identity.

UX Enhancements

Implemented smooth interaction details and fully responsive layouts to maintain clarity and ease of use on any device. The design evolved through rapid iterations, always guided by practical testing and a focus on making every touchpoint intuitive and engaging.

Strategic Alignment

Each design decision was shaped by a careful balance of usability, brand expression, and strategic objectives—resulting in a unified digital experience that strengthens AMSA’s presence and communicates value with clarity and confidence.

✦ Designs

WordPress Implementation

Designed and implemented the website directly in WordPress using Divi, iterating live on layouts, content, and visuals in close collaboration with AMSA’s founder.

Content & Branding

Designed structured content, custom icons, and illustrations for AMSA’s website to visually communicate multiple points under “What Defines Us” and “Why Choose Us.” Each icon and visual element was crafted to enhance clarity, reinforce the brand’s expertise in embedded software, AI solutions, and test automation, and create a cohesive, engaging user experience across the site.

Logo Design

In addition to designing the website, I created AMSA’s visual identity, including a professional logo and cohesive branding elements. The design reflects the company’s expertise in technology consulting, conveying professionalism, trust, and innovation. The branding was applied consistently across digital and print assets to establish a strong and recognizable brand presence.

Performance & Accessibility

Optimized layout and media for fast loading times, responsive display across devices, and clear readability for users.

✦ Impact

Website Launch

Produced a modern, streamlined website that presents AMSA’s services with clarity and reinforces the company’s technical expertise and professional standing.

Stakeholder Feedback

Stakeholders reported that the newly built website greatly improved the presentation of AMSA’s services. They highlighted that the intuitive layout made it easy for clients to navigate and quickly find relevant information.

Key Metrics

• 35–40% increase in overall audience reach since the website launch.

• Clients report improved understanding of AMSA’s core services.

• Fully responsive design improved accessibility and interactions on mobile devices.

Strategic Impact

The new website positions AMSA as a credible technology consulting partner, strengthening its brand presence and enabling smoother client communication and growth.