AWS Enterprise Hub

Since 2021, I have worked as a vendor for AWS Asia-Pacific, handling strategy, design and production across social media ad campaigns and website redesigns. In 2024, the AWS Enterprise Hub needed a refresh to align with updated global branding guidelines and address declining engagement metrics.

The previous layouts were outdated and did not align with the new AWS branding guidelines. The site structure made it difficult for users to find relevant content, resulting in low engagement and short session times.

Original Design

• The existing layout did not reflect the updated AWS brand identity.
• Navigation was not intuitive, leading to user drop-off and low content discovery.

I analysed site analytics, gathered user and stakeholder feedback, and ran design sprints to understand navigation pain points. The primary user profile was male, between the ages of 35-50, from an IT background.

Wireframes were developed based on research findings, with a focus on giving the hero article prominence and restructuring navigation to match how users actually consumed content on the platform.

Wireframe Explorations

• Prioritised the hero article to drive engagement with featured content.
• Restructured the information architecture based on analytics and user feedback.

The final UI design focused on visual clarity, WCAG alignment and consistent integration of AWS's updated global branding and colour themes. Every design decision was grounded in the research findings to ensure the refresh addressed real user needs.

Updated Design

• Applied AWS's refreshed brand guidelines with updated colour themes and typography.
• Ensured WCAG accessibility compliance across all components.
• Improved visual hierarchy to guide users to high-value content.

The redesign delivered measurable improvements across key engagement metrics, validating the research-driven approach.