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Expérience utilisateur • Interface utilisateur • Recherche • Architecture de l'information • Prototypage

Donnez à WestJet Les membres Gold et Premium l'opportunité de surclasser leur cabine 48 heures avant leur vol au lieu de 24 heures pour un meilleur tarif.

Expérience utilisateur • Interface utilisateur • Recherche • Architecture de l'information • Prototypage

Project Overview

The redesign of ATCO.com was a complex, large-scale digital transformation with the goal of improving usability, accessibility, and long-term scalability, while accommodating the diverse content and business needs of a major enterprise. The project involved extensive user research, technical implementation on Adobe Experience Manager (AEM), and the development of a comprehensive design system and AEM component gallery, which empowered non-designers to manage content without compromising design integrity.

The platform was built on AEM with a customized CMS, designed to support multiple types of users, including content authors, internal teams, and external visitors. One of the central challenges was to balance business requirements, evolving brand guidelines, and technical feasibility, all while delivering a modern, user-centered experience. The redesign aimed not only to improve the interface and accessibility but also to create a foundation that could scale efficiently and accommodate future growth.

Research & Discovery - User Research, Analytics & Competitive Analysis

From the start, this project adopted a research-first approach, ensuring that every design decision was guided by real user needs. I led usability testing sessions across different audience segments, conducted interviews with key stakeholders, and analyzed analytics to uncover how users were navigating the existing site.

Through this work, we identified critical pain points, including low discoverability of important sections like Culture, Diversity & Inclusion, and Recognition, while pages like “About Us” were highly trafficked. We also saw that mobile users represented a significant portion of visitors, reinforcing the need for a mobile-first approach. These insights directly informed the redesign of the information architecture, navigation flow, and content prioritization, ensuring the new site would better meet user expectations.

In parallel, I conducted competitive and design system research, creating a detailed comparison board of competitors across similar enterprises and utilities. This analysis covered design systems, accessibility compliance, content organization, and career site experiences.

Studying industry leaders such as Material Design, Apple Human Interface Guidelines, Microsoft Fluent, Salesforce Lightning, and Adobe Spectrum helped establish best practices for component consistency, typography, color usage, interaction patterns, and accessibility. Accessibility was a key focus, with the site designed to meet WCAG AA standards at minimum, and many components aiming for AAA compliance.

Attached below is a zoomed-in preview of the working board on FigJam used during this process.

Brand Collaboration & Constraints - Working With External Brand Partners

ATCO partnered with an external branding agency to refresh its corporate identity. While the agency provided strong visual brand guidelines, they were not specialized in digital design systems, which presented a challenge in translating their designs into a functional, scalable web experience.

I worked closely with the agency to translate their visual direction into practical, digital solutions. This included selecting web-safe, widely supported fonts that matched the brand’s tone, ensuring typography performed consistently across browsers and devices, and adapting brand visuals into usable UI components within AEM.

This collaboration required careful balancing of brand vision, technical constraints, and usability considerations, ensuring that the final platform was both visually compelling and highly functional.

Design System & Component Library - Building for Scale and Non-Designers

A cornerstone of the project was the creation of a scalable design system and AEM component gallery. The majority of the team maintaining ATCO.com were non-designers, so one of the main challenges was enabling content creation without sacrificing design integrity.

To address this, I developed a controlled, reusable component ecosystem. This allowed content authors to select, configure, and assemble components, such as banners, hero sections, tables, forms, buttons, cards, grids, and content blocks, while ensuring visual consistency, accessibility compliance, and adherence to the design system. Components were carefully structured to provide flexibility without risk of misuse, empowering teams to work independently while maintaining a professional, cohesive digital presence.

The AEM component gallery became a key asset, streamlining workflows, reducing errors, and supporting a future-proof foundation for continued expansion and content evolution. This system allowed ATCO to scale content creation efficiently, while ensuring that design patterns and accessibility standards were applied consistently across the site.

AEM Templates & CMS Customization - Empowering Content Teams

In addition to individual components, I worked on creating AEM page templates that provided structured frameworks for different page types without limiting flexibility. These templates enabled content creators to build pages quickly, maintain brand consistency automatically, and scale content across departments without needing custom development.

The customized CMS not only improved efficiency and reduced errors but also lowered the barrier for non-technical users, allowing them to manage content confidently while adhering to the design system. This approach helped ATCO maintain a dynamic, consistent, and high-quality website while reducing reliance on developers for routine updates.

Email Branded templates - Extending the Experience Beyond the Website

The project extended beyond the website to create email templates aligned with the new ATCO brand identity. Collaborating with business teams, I designed templates for multiple use cases, including The Good News Newsletter, Energy Express, and Leader Board, each with a unique personality while remaining clearly part of the ATCO ecosystem.

Email best practices informed the design, including avoiding overuse of text-only buttons, maintaining strong visual hierarchy for CTAs, ensuring mobile-friendly tap targets, using scannable layouts with headings and short paragraphs, applying generous white space, and maintaining consistent UI patterns. Personalization strategies, such as addressing subscribers by name, were also integrated to increase engagement and foster a human connection.

Careers Experience & Phenom Integration - Designing a Talent-Focused Platform

The project also involved redesigning ATCO’s career site and integrating it with Phenom, an AI-powered talent platform.

I adapted Phenom’s components to visually and functionally match ATCO.com, ensuring a cohesive experience across both platforms. Extensive research informed decisions on content and structure, identifying key candidate needs, such as information about open positions, team structure, employee testimonials, benefits, and a clear view of company culture.

Competitor analysis showed that while other companies included some elements of diversity, employee stories, and benefits, none had fully addressed the hiring process or integrated these elements as effectively.

Our redesign prioritized authenticity, accessibility, and clarity to improve candidate experience and engagement.

Careers Research & Best Practices - Designing for Conversion and Trust

To ensure the careers site was optimized for candidate conversion, I conducted research into best practices, user expectations, and competitor approaches.

Key findings:

Career pages exist to convert visitors into applicants
Candidates value:
- Clear company mission, vision, and values
- Authentic employee testimonials
- Transparent benefits and perks
- Visual proof (photos and videos) of workplace culture
Mobile usability is critical
Candidates want to understand the hiring process upfront

Competitor analysis insights preview:

0/7 companies explained their hiring process
4/7 mentioned diversity & inclusion
3/7 highlighted D&I on their landing pages
5/7 used a separate career site
7/7 showcased employees and workplace culture in detail

These insights informed recommendations around content structure, discoverability, and authenticity.

Final Outcome & Impact

The redesigned ATCO.com delivered a significantly improved user experience, a scalable and accessible design system, and a CMS that empowered non-designers to manage content confidently. Careers and email templates were integrated seamlessly, reinforcing ATCO’s brand and making information easy to access for users and candidates alike.

This project showcased the power of research-driven design, systems thinking, and cross-functional collaboration, bringing together designers, developers, content strategists, business stakeholders, and external partners to create a future-ready digital platform that truly serves its audience.