AmCham Argentina

Design and development of the AmCham Argentina's official website

Deliverables

UX Research, Design System, Development

Year

2019

My role

UX/UI Developer

Team

Digital transformation team, marketing and sales teams, external developers

Problem Statement

AmCham Argentina needed to modernize its digital image and simplify the user experience across its fragmented web ecosystem. The organization maintained 10 separate websites, which created confusion, navigation challenges, and difficulty communicating the Chamber’s business model clearly to users.

Process overview

Joining the Digital Transformation team, I began with a thorough analysis of the 10 existing websites, assessing user behavior and content overlap. I collaborated closely with marketing and sales to identify conversion bottlenecks and key user journeys to prioritize. An initial development phase involved working alongside developers who implemented the primary site and login system based on my designs. Later stages were focused on incremental design improvements that I personally designed and developed to ensure consistency and functionality.


Launch the project

Solutions delivered

  • Conducted comprehensive user and stakeholder analysis that informed site consolidation strategy.
  • Reduced the number of websites from 10 to 4, dramatically simplifying navigation and increasing user retention.
  • Prioritized information architecture around the Chamber’s core audience needs, making critical content—such as Board members, Staff directory, and Member services—easily accessible.
  • Developed a new, staff-friendly CMS platform and delivered training enabling internal teams to publish content independently, including launching a dynamic Press Room section.
  • Implemented custom CRM integrations to automate member data collection and streamline communications.
  • Created the AmCham Design System to standardize UI components and ensure design consistency across all digital touchpoints.

Results

4 Sites Streamlined

Consolidated 10 websites into 4 to simplify user journeys and increase retention.

Content & Systematization

Enhanced site architecture, custom CRM integration, and improved content management workflows.

Design System Developed

Developed a comprehensive design system ensuring consistent branding and scalability.

Staff Empowerment

Trained staff and collaborators to support content creation and maintain the digital ecosystem.

Reflections and learnings

This project was my first in regular negotiation with C-level executives, requiring me to advocate for best design and development practices while educating leadership unfamiliar with digital transformation. Managing stakeholder expectations was challenging, especially given the tight three-month timeline that mandated phased feature rollout.

Working with external developers sharpened my ability to provide actionable and constructive feedback, ultimately ensuring delivered features aligned closely with approved designs. This experience strengthened my collaboration skills and taught me the importance of balancing design vision with pragmatic execution.