AWS Hub Enterprise - Case Study

AWS Enterprise Hub refresh with new branding to increase engagement and
user experience.

AWS Enterprise Hub refresh
with new branding to increase engagement and user experience.

AWS Enterprise Hub refresh with new branding
to increase engagement and user experience.

Team

Myself
Project Manager
3 developers

My Role

User Research
UX/UI Design
Prototyping

Duration

2.5 Months

Team

Myself
Project Manager
3 developers

My Role

User Research
UX/UI Design
Prototyping

Duration

2.5 Months

Background

From 2021 - present, I have been a creative production vendor for AWS in the Asia-Pacific region. I am responsible for handling strategy, design, and production across over social media ad campaigns and website redesigns.

Pre 2024 layouts

The previous layouts were outdated and did not align with the new AWS branding guidelines. A new refresh was great opportunity to improve user experience across the AWS Enterprise Hub.

User Research

I analysed user analytics to uncover the most visited content, then gathered feedback from users and AWS stakeholders to understand navigation pain points. These insights shaped a series of design sprints focused on developing new layouts aligned with updated branding.

1min 20secs

Average user session time spent on website before drop off

1min 20secs

Average user session time spent on website before drop off

1min 20secs

Average user session time spent on website before drop off

6%

Clickthrough rate on blog articles or subpages

6%

Clickthrough rate on blog articles or subpages

6%

Clickthrough rate on blog articles or subpages

User profile

The core user persona was a male between the ages 35-50 from an IT background

User profile

The core user persona was a male between the ages 35-50 from an IT background

User profile

The core user persona was a male between the ages 35-50 from an IT background

Wireframes

I began developing wireframes informed by user research and feedback from AWS stakeholders. Our goal was to create a cleaner, more intuitive layout that placed greater emphasis on the hero article, which consistently showed higher engagement in user interaction data.

UI Design & Accessibility

I created high-fidelity UI designs with a strong focus on visual clarity. The layouts were refined to enhance usability, align with WCAG accessibility standards, and integrate AWS’s updated global branding, applying the new colour themes consistently across the design to ensure brand cohesion.

Results

Following the launch, we saw a noticeable increase in time on site, indicating a more engaging and user-friendly experience. Additionally, a higher article click-through rate suggested improved navigation, UI design, and more relevant content recommendations.

2min 45secs

Average user session time spent on website before drop off

2min 45secs

Average user session time spent on website before drop off

2min 45secs

Average user session time spent on website before drop off

12%

Clickthrough rate on blog articles or subpages

12%

Clickthrough rate on blog articles or subpages

12%

Clickthrough rate on blog articles or subpages

Updated CMS

The refresh allowed the team to develop a more streamline CMS for the AWS HUB website

Updated CMS

The refresh allowed the team to develop a more streamline CMS for the AWS HUB website

Updated CMS

The refresh allowed the team to develop a more streamline CMS for the AWS HUB website

AWS Enterprise Hub refresh with new branding to increase engagement anduser experience.

AWS Enterprise Hub refreshwith new branding to increase engagement and user experience.

AWS Enterprise Hub refresh with new brandingto increase engagement and user experience.

Team

MyselfProject Manager3 developers

My Role

User ResearchUX/UI DesignPrototyping

Duration

2.5 Months

Background

From 2021 - present, I have been a creative production vendor for AWS in the Asia-Pacific region. I am responsible for handling strategy, design, and production across over social media ad campaigns and website redesigns.

Pre 2024 layouts

The previous layouts were outdated and did not align with the new AWS branding guidelines. A new refresh was great opportunity to improve user experience across the AWS Enterprise Hub.

User Research

I analysed user analytics to uncover the most visited content, then gathered feedback from users and AWS stakeholders to understand navigation pain points. These insights shaped a series of design sprints focused on developing new layouts aligned with updated branding.

1min 20secs

1min 20secs

1min 20secs

6%

6%

6%

User profile

User profile

User profile

Wireframes

I began developing wireframes informed by user research and feedback from AWS stakeholders. Our goal was to create a cleaner, more intuitive layout that placed greater emphasis on the hero article, which consistently showed higher engagement in user interaction data.

UI Design & Accessibility

I created high-fidelity UI designs with a strong focus on visual clarity. The layouts were refined to enhance usability, align with WCAG accessibility standards, and integrate AWS’s updated global branding, applying the new colour themes consistently across the design to ensure brand cohesion.

Results

Following the launch, we saw a noticeable increase in time on site, indicating a more engaging and user-friendly experience. Additionally, a higher article click-through rate suggested improved navigation, UI design, and more relevant content recommendations.

2min 45secs

2min 45secs

2min 45secs

12%

12%

12%

Updated CMS

Updated CMS

Updated CMS

aws.amazon.com/local/india/resources/

aws.amazon.com/local/india/resources/

aws.amazon.com/local/india/resources/

AWS Enterprise Hub refresh with new branding to increase engagement and
user experience.

AWS Enterprise Hub refresh
with new branding to increase engagement and user experience.

AWS Enterprise Hub refresh with new branding
to increase engagement and user experience.

Myself
Project Manager
3 developers

User Research
UX/UI Design
Prototyping