UI/UX / Web design / Creative Suite / Sketch / Figma

I had the privilege of spearheading a design for a new corporate website for AAA, where my focus on User Interface (UI) design played a pivotal role.

With Adobe Experience Manager being the foundation upon which the site was to be built, I had to adhere to the rules and boundaries of the back end architecture, while creating a design with a visually appealing interface that would resonate with AAA's audience.

Collaborating closely with the UX team was a key element for the success of the project.

Drawing on the data from various journey maps, interview data and user flows, we realized improved and streamlined experiences for each business unit under the AAA brand, while meeting the rules set by the CMS, ensuring a seamless integration while maintaining a familiar structure for the relevant teams to easily maintain the site. This required careful consideration of user needs and a focus on streamlining the editing process, all while maintaining a cohesive and engaging user experience.

Design System

To ensure the team would be able to work faster and more efficiently (without having to reinvent the wheel for every design element) an updated design system was a crucial aspect for consistency, efficiency, and scalability. By creating a library of reusable components, guidelines, and best practices, designers and developers could create additional products with a cohesive look and feel, making it easier for customers to navigate and understand.

This also made it easier to maintain and update products within the design ecosystem over time, ensuring that they remain relevant and up-to-date.


In the end, the effort resulted in a corporate website that not only reflected AAA's brand and vision while remaining practical, but also provided users with a seamless and captivating digital journey.