Website Redesign

Amplitude's corporate site suffered from both technical and design debt. I capitalized on a CMS migration to improve the brand application and design system while our engineers worked to make it a self-serve experience for our colleagues.

Deliverables

Illustration

Web design

Visual identity

Contributors

Tomoko Fushimi
Group Creative Director
Brynn Haynam
Sr. Creative Director
Tiffany Parcasio
Sr. Producer
5 other contributors

Business Goals

Decrease cost of organic pipeline

Time to optimize Amplitude's most critical touchpoint.

Refresh brand application

New messaging and a new identity were ready to be deployed.

Increase rate of experimentation

Changing buyer behavior made it critical to iterate faster.

Challenges

Out of sync with new brand identity

Amplitude's primary touchpoint no longer projected the brand identity it had built.

Poor performance

The former WordPress site was slow and error-prone, impacting prospect experience and engagement.

Cumbersome navigation

The old design made it difficult for users to find what they needed and grasp our product offering.

Strategies

Simplify the design system

Optimizing for quality helped us scale the brand's presence on the website.

Decompose the layouts

Focusing on flexible modules enabled more variety with less engineering resources.

Invest creative for impact

Prioritizing creative sprints on high-value surfaces of the site maximized impact.

Details

Working with members of growth, product marketing, and the content teams, I set a roadmap to refresh the brand application as growth migrated the corporate site, blog, and landing pages.

Migration

CMS consolidation

The growth team was moving the prospect experience onto one codebase to reduce our costs and improve experimentation. In the beginning of the process, I owned the QA of the legal and press pages while growth ironed out the migration process.

Creative Sprint

New messaging and home page

Amplitude wanted to align the go-to-market teams in 2023 with a new messaging framework. I led a two week sprint with the brand team supporting the framework with a new home page.

See it live

Design System

Modularization

Tiffany Parcasio and Adam Cohen kicked off the migration by identifying 15 module types that could support the vast majority of the existing pages to be migrated.

New Navigation

Simple navigation

I improved the brand application and interactions while helping growth test the information architecture globally.

See it live

Blog

Curated experience

Working with Bukwild and Amplitude's content team, I redesigned the blog, focusing on an editorial experience and a clean brand application.

See it live

Results

The business' best brand expression

The simplified design system was a bold application of Amplitude's new brand.

.828s home page load time

A sub-second home page experience improved the prospect experience and site score.

Marketing team enabled

Migrating landing pages, blog, and the corporate site to one platform simplified experimentation workflows for the entire marketing team.

Get in touch

Send me an email if you'd like to chat.

jake@jakemac.co
Check Mark
Copy email address