AMCHAM
Case Study: Redesign of the AMCHAM Ecuador Website
Website Redesign for AMCHAM Ecuador
AMCHAM Ecuador, the country’s largest and most influential binational chamber, required a complete website redesign. The main goal was to enhance the digital experience for its members, position its strategic services more clearly, and facilitate access to relevant information in key areas such as foreign trade, conflict resolution, sustainability, and networking.
Intuitive Navigation for AMCHAM Ecuador
The previous site had a complex structure that made navigation difficult, scattered information, and did not effectively communicate the organization's core values. This created friction for both current members and companies and government entities interested in collaboration. Thus, the redesign challenge was to transform this platform into an intuitive, modern experience aligned with AMCHAM's strategic objectives.
Diagnosis and Identified Problems
La auditoría inicial reveló varios desafíos que afectaban tanto la experiencia del usuario como la eficiencia de la plataforma:
- Navigation was unclear, with multiple submenus and routes that confused users.
- Key services, such as the Arbitration and Mediation Center and foreign trade benefits, lacked the necessary visibility.
- The A3i program, focused on sustainability and ESG, was sidelined, minimizing its impact.
- The site was not optimized for mobile devices, hindering interaction in an environment where users increasingly rely on smartphones for managing information and services.
- There was little integration of tools for events and contact management, affecting networking among members.
Design and Development Process
The approach taken for the redesign was user-centered (UX), ensuring that each stage of the process addressed the real needs of those using the platform. Below is a detailed outline of the work process:
Initial Research and Strategy Definition
In this phase, interviews were conducted with key members, representatives from AMCHAM’s internal team, and potential users. Additionally, we analyzed competitors from other binational chambers to identify best practices.
The results revealed that both member and non-member companies primarily sought quick information about networking, foreign trade services, and arbitration. Furthermore, event and committee management needed to be more accessible, along with a clear space for current news and legal updates.
Wireframes and Information Architecture
Based on the findings, we defined a new site structure focused on five strategic pillars:
- Networking and Relationships: Quick access to events and contacts.
- Committees and Projects: Each committee has its own space to share agendas and achievements.
- Foreign Trade: Specialized advice and services for exporting companies.
- Sustainability and Transparency: Highlighting initiatives from the A3i program.
- Conflict Resolution: An accessible module for mediation and arbitration.
Visual Design and UI (User Interface)
The next step was to create the site interface. We used a sober and professional color palette, based on blue and gray tones, aligned with AMCHAM's corporate identity. Modern, legible typography was incorporated to enhance the experience on both desktop and mobile screens.
The homepage featured interactive banners highlighting the latest news and important events, such as committee meetings or conferences. Additionally, each section utilized modular cards that facilitate quick content scanning.
Site Development and Launch
The site was developed using WordPress, which facilitated the integration of content management tools and the customization of specific functionalities. A responsive design was implemented to ensure smooth operation on any device.
Additionally, we integrated an events calendar module that allows for direct registration and automatic reminder sending. An optimized form for arbitration and mediation requests was also added, streamlining the conflict resolution processes.
Results of the Redesign
The new AMCHAM Ecuador website generated immediate positive results:
- 25% increase in website visits during the first month post-launch.
- 20% growth in the use of the Arbitration and Mediation Center due to increased visibility of its services.
- 30% increase in participation in committees and events, with higher attendance rates.
- The A3i program received more attention, attracting new companies to its initiatives.
- Positive feedback from members, who highlighted the clarity and ease of navigation.
Conclusion
The redesign of the AMCHAM Ecuador website not only enhanced the user experience but also strengthened the chamber's digital presence, facilitating connections between its members and access to key services. This project is a clear example of how a well-designed digital platform can enhance business relationships and promote sustainability in the corporate sector.
Final website images
"The redesign of AMCHAM Ecuador’s website has transformed our platform into a modern, intuitive experience, eliminating complexity and making key information more accessible. Now, our members and partners find a site aligned with the organization’s strategic objectives, clearly reflecting our core values."
