AMA
Workflows that work
Project in Short
Client
Svensk Byggtjänst I BTB SaaS
Project Type
Digital Product & Service Redesign
Platform Focus
SaaS Platform with Integrated E-commerce & Onboarding (SaaS / B2B / E-commerce / Onboarding / Content Services)
Duration
October 2022 – April 2024
Team Setup
Product Owner
Senior Product & Service Designer
Editorial Experts
Developers
External Digital Designer(marketing)
External Copywriter(marketing)
Graphic Designer(marketing)
Art Director(marketing)
Analyst(marketing)
Tools
Figma, Miro, Hotjar, Analytics
Languages Used
Swedish & English
The Need
AMA Online was responsible for over 80% of Svensk Byggtjänst’s revenue, yet the product experience was fragmented, unclear, and technically outdated. For prospective customers, the offer lacked clarity .What was AMA, who was it for, and why should they buy it? Funnel data revealed major drop-offs: users scrolled without engaging, returned to the homepage, or abandoned the journey entirely.
Existing customers faced a different friction: the product was hidden behind subdomains, legacy logins, and outdated UI. Many turned to support just to figure out how to access what they had already purchased.
Internally, the experience was fractured across siloed teams. Marketing, editorial, and product worked toward different goals, without a shared funnel or unified KPIs. What the business needed was a cohesive, trusted, and conversion-focused product journey, from first touch to activation.
Key challenges​​
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A legacy interface and structure that didn’t align with real user workflows
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High cognitive load due to outdated navigation and fragmented IA
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Low adoption of the digital version; users preferred printed manuals
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No design system or responsive layout in place
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Lack of WCAG 2.1 AA compliance, limiting accessibility
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Siloed teams working without shared KPIs or funnel understanding
My Role & Responsibilities
As the Senior Product & Service Designer, I led the end-to-end transformation of AMA Online, not just as a UX lead, but as a strategic bridge between product, marketing, editorial, and tech.
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I unified siloed teams around a shared funnel, coached marketing in content strategy and conversion-focused UX, and worked directly with the CIO and Head of Marketing to drive structural changes. Every design decision was tied back to real KPIs, from funnel drop-offs to onboarding time, activation rates, and support load.
This wasn’t just a redesign. It was a repositioning of AMA as a usable, understandable and trustworthy service, internally and externally.
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In 2022, before AI became mainstream in UX, I proposed and led the design of an experimental AI assistant MVP, developed to address a recurring and business-critical pain point for our customers.
User interviews revealed that many professionals, especially in smaller companies, lacked the internal expertise to interpret AMA standards. Key terminology, legal references, and contextual applications were often misunderstood, resulting in confusion, misuse, and increased support pressure.
Much of this burden fell on AMA’s editorial team, who were spending valuable time explaining basic concepts...time they didn’t have.
To solve this, I conceptualized a language-based assistant trained on AMA’s internal expert knowledge. It was not intended to replace human expertise, but to scale access to it. The assistant was designed to:
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Provide legally safe, simplified explanations of complex content
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Avoid hallucinations through strict knowledge boundaries
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Maintain a transparent, human-like tone; always clearly a machine
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Be tested internally with both AMA editors and customer service before public release
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The goal was to validate whether such a tool could reduce time spent on support, increase user understanding, and offer real value to customers, especially those without access to a standards expert.
Summary Of Responsibilities​
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Drove UX and service design strategy from discovery to delivery
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Aligned product vision across business, dev, and content through co-creation workshops
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Led redesign of navigation and workflows to reduce friction and cognitive load
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Built AMA’s first scalable design system (WCAG 2.1 AA compliant)
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Defined onboarding and e-learning flows based on behavioral insights
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Partnered with marketing copywriters and analysts to clarify value propositions and improve content hierarchy
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Briefed external designers and AD to align product UI with e-commerce and brand guidelines
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Ensured all touchpoints (product UI, newsletters, onboarding emails) followed the same tone, clarity, and logic
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Worked directly with CIO and Head of Marketing to explain strategic rationale and secure stakeholder buy-in
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Proposed and designed an AI assistant MVP based on user interviews — created to help customers interpret AMA standards and relieve pressure on editorial experts
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Tested the AI concept internally with both customer service and AMA editors to ensure clarity, legal safety, and real-world relevance
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Helped reduce support load by improving wayfinding, first-use clarity, and messaging tone
Impact & Results
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Our work delivered clear and measurable outcomes across both user experience and business performance.
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After launch, onboarding time for new users dropped by 50%. Usability testing showed a significant increase in clarity and confidence. Before the redesign, many users struggled to understand what AMA Online actually was or how to access it. Post-launch, participants located, understood, and started using the service significantly faster.
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The new navigation and content structure also led to fewer support tickets, especially those related to login, product access, and terminology.
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Task success rate improved significantly during testing, and was later confirmed by behavioral data in Hotjar.
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The AI assistant MVP showed promising potential: internal testing with AMA editors and customer service confirmed that it reduced repetitive guidance and improved user understanding of legal terminology, particularly for customers without internal experts.
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On the business side, the redesign clarified AMA’s value, improved funnel performance, and strengthened retention. The modular design system shortened implementation cycles and enabled faster rollout of new features and services.
Key Outcommes
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50% reduction in onboarding time
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Users were able to understand the offer and locate the product much faster in testing
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Support tickets decreased (login, product access, terminology)
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Higher task success rate, confirmed in usability testing, Hotjar and Analytics
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Clearer messaging improved funnel conversion
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AI assistant MVP validated internally by editorial and support teams
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Modular design system reduced time-to-market for future releases
Process & Methods
I applied a user-centered, agile design process, structured around discovery, ideation, prototyping, validation, and delivery. My work focused not only on solving UX problems, but on building cross-functional alignment and delivering clarity across the full product journey, from landing page to onboarding and everyday use.
Discovery / Define
The goal was to understand real user needs, map behavioral and technical friction, and align siloed teams around a shared product vision.
Methods
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Stakeholder Interviews & Product Vision Workshops
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User Interviews (Construction professionals, Purchasers, Site Managers)
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UX Audit (Heuristic evaluation of the legacy AMA platform)
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Personas & Behavioural Segmentation
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Impact Mapping
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Customer Journey Mapping
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Blueprinting (technical + support journeys)
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Value Proposition Canvas
Outcome
We identified key user groups based on workflows rather than job titles, shifting from a demographic model to a behavior-based one. This insight revealed that beginner users carried the highest cognitive load and represented the greatest opportunity for impact.
By focusing on first-time experience, including onboarding, search, and comprehension, we simplified the journey for all users, while meeting expert needs through advanced features like AMA Premium.
I also initiated and designed a language-based AI Assistant MVP, driven by research findings and pressure on editorial resources. Although the assistant was never launched, it was prototyped and tested internally with AMA experts and customer support, and served as a foundation for future exploration.
This work helped align stakeholders across teams, clarify product direction, and define a scalable model for AMA’s future evolution, both in terms of UX and product structure.
Strategic Recommendation
We prioritized clarity and ease of use as core principles in the redesigned AMA Online service.
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The standard offering focused on navigation, search, and seamless access to documentation
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Add-ons such as AMA Premium and the Description Tool were designed as optional layers for power users and larger organizations
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I also proposed a language-based AI Assistant as an internal MVP concept, built to reduce repetitive support load and help customers interpret standards independently. Although the assistant was not launched, it was tested with support and editorial teams to evaluate feasibility and real-world value
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This strategy increased accessibility, reduced onboarding time, and created a scalable structure for future product tiers, while aligning business goals with actual user behavior.
Before The Redesign of AMA
User Behavior and Needs Mapping
Existing Customer Journey Map – AMA Online
End-to-end Blueprint for AMA Online & Byggtjänst.se
Product Ecosystem & Value Proposition Map
Product Ecosystem & Value Proposition Map
Ideation / Prototype
We explored solutions through collaborative ideation grounded in research findings. Our focus was on simplifying the user experience — particularly in onboarding, search, and comprehension — while aligning with technical and editorial constraints.
We ran co-creation workshops with internal experts and cross-functional teams to evaluate early ideas, test assumptions, and improve flows. Concepts were prototyped and validated iteratively using task mapping, card sorting, and moderated walkthroughs.
I also led the development of the AI Assistant MVP as a parallel exploration — designed to reduce support load and explain complex standards to non-experts. Although never launched, the prototype was tested internally with editorial and support teams to validate its value.
Methods
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Brainstorming and co-creation workshops
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Task flow mapping and interaction modeling
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Card sorting for information architecture redesign
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Low-fidelity wireframes and prototypes
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UX writing refinement and terminology standardization
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MVP concept development (AI Assistant)
Co-creation Workshops & Ideation Sessions
Strategic UX direction for SEO, e-commerce, and upsell journeys
MVP definition and flows for the AI Assistant
Packaging of add-on services (AMA Premium, Description Tool)
Early Wireframes – Search & Navigation Validation
Deliverables
UX & Product Design Deliverables
End-to-end redesign of the user journey: from landing page to activation
Navigation and interaction flows for AMA Online and Byggkatalogen integration
Product packaging and tiered structure for AMA Online, AMA Premium, and the Description Tool
Onboarding content and messaging flows — aligned across product, newsletters, and customer comms
MVP concept and user journey for a language-based AI Assistant — developed to reduce editorial support load and improve clarity for users (tested internally, not launched)
Design System Deliverables
Scalable design system built in Figma (WCAG 2.1 AA compliant)
Component library including grids, buttons, tables, forms, and navigation patterns
UX writing guidelines and standardized terminology across product and content
Visual alignment with brand and marketing through shared styles and handoff coordination
Quality Assurance Deliverables
Identified and flagged UI and copy inconsistencies across AMA products (AF, Hus, VVS & Kyla, Anläggning, Funktion, etc.)
Influenced terminology standardization by highlighting usability issues in microcopy and labels
Collaborated with editorial teams to improve clarity, naming conventions, and visual coherence
Aligned visual tone between printed materials and digital interfaces (e.g., book fonts, hierarchy)
Reviewed and validated key interaction flows linking AMA Online to Byggkatalogen
Recorded walkthroughs and design reviews for development teams to support implementation
Final UI – AMA Online Interface
Final UI – E-commerce for AMA and Product Page
Reflection & Learnings
AMA Online was one of the most complex and strategically critical projects I’ve led. It required balancing strict legal requirements with UX best practices, legacy systems with new service models, and organizational silos with end-to-end product thinking.
A key learning was the importance of bridging product vision with operational reality, especially in regulated environments where resistance to change is high. Aligning legal, editorial, tech, and business around user outcomes required both clarity and persistence.
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I also saw first-hand how much trust depends on tone, structure, and confidence in the product experience. Small things, like consistent terminology or intuitive onboarding, had a measurable impact on satisfaction and retention.
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Finally, the process taught me how powerful it is to share design thinking across functions. Recording walkthroughs, making value visible, and translating user insights into business impact helped create not just better experiences, but stronger collaboration and momentum for change.