AMA
From fragmented products to a unified SaaS ecosystem
Overview
Summary
I redesigned and unified Sweden’s most complex construction SaaS ecosystem end-to-end. The work spanned purchase flows, onboarding, product navigation, workflows, IA, content, design system, and AI-assisted support. Delivered a clearer product offering, stronger conversion, faster onboarding, and reduced support load across the organisation.
Project Scope
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AMA Online - core SaaS platform for standards, search, and workflows
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AMA Funktion - technical requirements & specification tool
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Byggtjänst.se - ecommerce, product discovery & purchase flows
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Digital Library (Book Library) - access, search, and management of purchased content
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Onboarding & “My Pages”- access, activation, and entitlement clarity
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Product packaging & add-ons (AMA Premium, Description Tool)
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Search, filtering & information architecture across the ecosystem
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Design system & accessibility (WCAG 2.1 AA)
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Cross-functional alignment (product, marketing, editorial, tech, support)
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AI Assistant MVP (pre-LLM)
Client
Svensk Byggtjänst
Role
Senior product & UX Designer
Duration
2021 – 2024
Team
Product, Tech, Editorial, Marketing, Customer Support
Tools
Figma, Miro, Hotjar, Funnel analytics
Strategy & Approach
From fragmented products to a unified SaaS ecosystem
This was not a single redesign, but a multi-year transformation of a fragmented product landscape into a coherent, scalable SaaS ecosystem.
The core challenge was not usability alone, it was clarity.
Clarity for customers navigating complex standards, clarity in the commercial offering, and clarity internally across product, marketing, editorial, and tech.
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My strategy focused on three parallel tracks:
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1. Establish a shared product and funnel logic
The ecosystem lacked a common understanding of how users discovered, purchased, accessed, and used AMA’s services. I aligned stakeholders around a shared end-to-end funnel, from first touch on byggtjanst.se to activation inside AMA Online, and tied design decisions to real KPIs such as conversion, onboarding time, activation, and support load.
This created a common language across silos and enabled prioritisation based on business impact rather than isolated feature requests.
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2. Reduce cognitive load in a high-complexity domain
AMA’s content is inherently complex, but the experience amplified that complexity through fragmented navigation, inconsistent terminology, and legacy UI patterns.
I focused on:
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Simplifying information architecture and navigation across products
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Improving search relevance, filtering, and wayfinding
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Making system state and context visible (where am I, what do I have access to, what can I do next)
The goal was not to “dumb down” the content, but to make expertise accessible, especially for smaller companies without in-house specialists.
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3. Design for scale, not one-off solutions
To enable long-term growth, I treated design as infrastructure:
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Built AMA’s first scalable, WCAG 2.1 AA–compliant design system
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Unified UI patterns across SaaS products, e-commerce, onboarding flows, emails, and support touchpoints
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Ensured consistency between product UI, marketing pages, and transactional journeys
This allowed teams to move faster, reduce inconsistencies, and support new offerings without increasing complexity.
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4. Ways of working
While I led and executed the UX, UI, and content for AMA Online, parts of the marketing site (byggtjänst.se) were implemented in collaboration with a digital designer and copywriter.
I defined structure, SEO requirements, content principles, and mental models, and coached the team to ensure consistency across discovery, purchase, and access.
Strategic outcomes​​
​This approach repositioned AMA from a collection of disconnected products into a trusted, understandable, and conversion-driven ecosystem, internally and externally, while creating a foundation for future growth, add-ons, and AI-assisted support.
Users & Context
AMA is used across the entire construction lifecycle and serves multiple professional roles with very different needs, levels of expertise, and decision-making power.
Primary user groups included architects, technical consultants, contractors, property owners, municipalities, and construction product manufacturers. Some users relied on AMA daily as a professional standard, while others interacted with the ecosystem only during specific project phases.
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Users needed to search and interpret complex, editorially curated standards, compare products, materials, and technical requirements, and understand context, hierarchy, and applicability within the construction process. Many also needed access to purchased content across multiple formats, including SaaS services, e-books, and printed books, with clear entitlement and wayfinding.
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At the same time, suppliers and advertisers needed visibility, discoverability, and strong SEO performance, without having to manage complex product data or editorial structures themselves.
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This created a dual design challenge, supporting deep professional expertise while making the ecosystem accessible, searchable, and commercially clear for less experienced users. The solution had to work equally well for first-time visitors, recurring professional users, and internal teams responsible for content, marketing, and support.
Designing for real-world construction workflows
AMA supports professionals throughout the full construction process.
Mapping content and tools to real project phases ensured relevance, clarity, and reduced cognitive load in a highly complex domain.
Key Design Principles
Design for clarity in a high-complexity domain
AMA content is inherently complex and cannot be simplified away. The design focus was therefore on making structure, hierarchy, and context explicit, helping users understand where they are, what they are looking at, and how information relates across standards, figures, and project phases.
Make system state and entitlement visible
Users needed constant reassurance about what they had access to, what format content was available in, and what actions were possible next. Visibility of system state, access, ownership, location, and progress was essential to reduce frustration and support confidence in daily professional use.
Support both deep expertise and first-time use
The ecosystem had to work equally well for highly experienced professionals and less frequent or first-time users. Interfaces were designed to allow expert efficiency without excluding newcomers, enabling gradual learning rather than forcing prior domain knowledge.
Design once, scale everywhere
Patterns, components, and interaction logic were treated as shared infrastructure rather than one-off solutions. This ensured consistency across SaaS products, e-commerce, onboarding flows, emails, and support touchpoints and enabled faster development without increasing cognitive load.
Tie design decisions to business outcome
Every major design decision was anchored in funnel performance, activation, onboarding time, or support load. This created alignment across product, marketing, editorial, and tech and shifted discussions from opinion to measurable impact.
Solution Overview
From disconnected products to a unified ecosystem
The solution was not a single interface redesign, but the unification of multiple products, entry points, and formats into one coherent AMA ecosystem.
Previously, AMA existed as separate experiences: marketing pages, e-commerce, SaaS tools, e-books, printed books, and legacy platforms, each with its own logic, navigation, and terminology. The solution aligned these parts into a single, understandable system where users could discover, purchase, access, and use AMA content seamlessly, regardless of format.
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At the ecosystem level, the design focused on three core transitions:
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From discovery to understanding
Marketing pages, search, and product descriptions were redesigned to clearly explain what AMA is, who it is for, and how different products relate to each other. Users no longer encountered duplicated products, unclear pricing, or fragmented offerings, but a structured overview of AMA Online, AMA Funktion, books, and add-ons.
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From purchase to access
Buying AMA content became directly connected to where and how it was used. After purchase, users could clearly see what they owned, in which format, and where to find it, whether inside AMA Online, the Digital Library, or related tools. This removed a major source of confusion and support dependency.
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From content to context
Inside AMA Online and AMA Funktion, content was structured around real construction workflows rather than editorial silos. Search, navigation, breadcrumbs, and content cards were redesigned to provide constant context: where the user was, how content related to standards and figures, and how it applied within the construction process.
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Together, these changes transformed AMA from a collection of disconnected products into a trustworthy, scalable, and conversion-driven SaaS ecosystem, supporting both daily professional use and long-term business growth.
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From discovery to daily use, one coherent ecosystem
This diagram illustrates how AMA was redesigned as a single ecosystem rather than separate products. Discovery, purchase, access, and daily use were intentionally connected across marketing, e-commerce, onboarding, and SaaS tools. This ensured users could move seamlessly from first contact to professional daily work, regardless of format or entry point.
Deep dives
How the ecosystem was built
The following sections deep dive into key parts of the AMA ecosystem.
Each area addresses a specific user and business problem, while contributing to a coherent end-to-end experience from discovery to daily professional use.
Search & Information Architecture
Search and information architecture were foundational to the entire transformation.
AMA was strong in users’ mental models, while Svensk Byggtjänst was largely unknown to new users. People searched for “AMA” expecting answers, but encountered a fragmented ecosystem with unclear entry points, inconsistent terminology, and poor guidance before and after purchase.
Before: Discovery was fragmented
The “before” state shows how discovery broke across the journey; from Google search, to on-site navigation, to checkout, and finally to post-purchase access.
SEO & Discoverability (Pre-login & Post-login)
Discovery failed before users ever reached the product.
Purchase & Offer Clarity
Discovery alone was not enough.
Even when users found AMA, they still struggled to understand what they were buying, how different AMA formats related to each other, and what access they would receive after purchase.
The purchase experience needed to shift from explaining licenses to communicating value, use case, and ownership.
Google was the real entry point and users searched for “AMA”, not Svensk Byggtjänst
Search snippets and page titles reinforced the publisher brand, but did not clearly explain what the product was, how it worked, or how it related to other AMA formats and services.
SEO & Discoverability (Pre-login & Post-login)
Search engine visibility was a critical but overlooked part of the user journey. AMA had very strong brand recognition in users’ mental models, while Svensk Byggtjänst was largely unknown to new users. Most users discovered AMA through Google by searching for “AMA”, not the publisher or the platform behind it.
Despite this, SEO had not been actively managed across the ecosystem.
Large parts of the service content were excluded from indexing, metadata was inconsistent or missing, and search snippets focused on the publisher brand rather than explaining what the product actually was.
As a result:
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Users landed on pages without understanding the difference between books, online services, or subscriptions
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Page titles and meta descriptions failed to explain format, access, or value
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Similar AMA products competed against each other in search results
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Content appeared in search with the wrong context or not at all
To understand the scope of the problem, I conducted a technical SEO audit using Screaming Frog, mapping broken links, missing metadata, incorrect indexation, and unclear URL structures across both the marketing site and the logged-in service environment.
Based on these findings, I defined clear SEO requirements and worked closely with the marketing team to:
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Establish consistent page titles and meta descriptions for all AMA products
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Clarify how AMA Online differed from printed books and PDFs
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Align terminology, headings (H1–H2), and URLs with users’ mental models
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Ensure that discovery supported the full journey: before, during, and after purchase
This work laid the foundation for improving acquisition, reducing confusion, and making search a reliable entry point into the AMA ecosystem, not a dead end.
Fragmented entry points
AMA content and products were spread across separate areas (services, bookshop, classifications and editorial content), each with its own structure and terminology. New users had no clear “home” for AMA as a coherent ecosystem, making it hard to know where to start or whether they were in the right place.
Search without context or hierarchy
Search results mixed books, services, and content types without explaining differences in format, licensing, or access. Users could find matches, but not understand what they were looking at, what they needed to buy, or where the content would live after purchase.
High-friction checkout
The purchase flow required users to understand complex licensing and product structure upfront. This increased cognitive load and uncertainty and pushed many users to customer support instead of self-service.
Broken connection between purchase and access
After purchase, users often could not see what they owned, where to find it, or how to get started. The ecosystem lacked a clear handoff from buying AMA to accessing it inside AMA Online, the Digital Library, or “My Pages”.
Design decision: Redefining search as a system, not a feature
To address this, I treated search and information architecture as a core system-level problem rather than isolated UI improvements.
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I defined a shared mental model for AMA across discovery, purchase, and usage, aligning:
- Search logic with how professionals think about AMA (domain, edition, format, usage context)
- Information architecture across marketing pages, e-commerce, and logged-in tools
- Terminology, labeling, and hierarchy across product, content, and SEO
This created a single, predictable logic for how AMA content was structured, found, explained, and accessed regardless of entry point.
These issues broke discovery across the entire lifecycle
Together, these issues broke discovery across the entire lifecycle; before purchase, during checkout, and after access. Fixing search and information architecture became a prerequisite for improving conversion, onboarding, and long-term adoption of AMA Online.
Search & Information Architecture
Search and information architecture were foundational to the entire transformation.
AMA was strong in users’ mental models, while Svensk Byggtjänst was largely unknown to new users. People searched for “AMA” expecting answers, but encountered a fragmented ecosystem with unclear entry points, inconsistent terminology, and poor guidance before and after purchase.
After: Discovery became structured, predictable, and aligned across the ecosystem
After redesigning search, information architecture, and SEO foundations, discovery became a clear and predictable experience. Users could now understand what AMA was, what they were looking at, and how content, products, and services related to each other before, during, and after purchase.
Search aligned with users’ mental models of AMA
This shift ensured that discovery supported understanding before decision-making.
Search results were restructured around how professionals think about AMA by domain, edition, format, and usage context.
Instead of mixing books, services, figures, and editorial content, results were clearly grouped, labeled, and explained.
Each item communicated:
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What it was
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How it could be accessed
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Whether it required a license
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Where it would live after purchase
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This reduced cognitive load and removed uncertainty at the point of discovery.
SEO as a discovery layer, not just traffic acquisition
Search engine results were often the first and sometimes only interaction users had with AMA before purchasing.
SEO was treated as an integrated part of the user journey, not a marketing afterthought.
Many AMA service pages had SEO disabled or inconsistently configured, resulting in broken visibility, misleading snippets, and fragmented entry points. A full audit using Screaming Frog revealed missing metadata, inconsistent page structures, and unclear semantic hierarchies. I defined requirements for titles, meta descriptions, and on-page structure, aligned with how users searched for AMA and coached the marketing team on how to maintain this long-term. This ensured that search results clearly explained what each AMA product was, who it was for, and how it related to other formats. Discovery started before users ever reached the platform.
From discovery to access; closing the loop
Search and navigation were directly connected to access and ownership. After purchase, users were guided to a clear “My Pages” structure where services, licenses, and content were visible and actionable.
This closed the gap between buying AMA and actually using it, reducing support dependency and increasing adoption of AMA Online as a daily professional tool.
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By fixing search, IA, and SEO together, discovery became the foundation for conversion, onboarding, and long-term usage, not a barrier to them.
Purchase & Offer Clarity
Discovery alone was not enough.
Even when users found AMA, they struggled to understand what they were buying, how different AMA formats related to each other, and what access they would receive after purchase.The purchase experience needed to shift from explaining licenses to communicating value, use case, and ownership.
Before: Purchase was driven by complexity, not clarity
The purchase experience required users to understand complex licensing models, formats, and product relationships before they had enough context to make a confident decision.
AMA products were presented through multiple entry points with inconsistent explanations of:
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What the product actually was
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Whether it was a book, a service, or an online subscription
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What access the user would receive after purchase
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Where the content would live and how it would be used in practice
As a result, users often hesitated, abandoned the flow, or turned to customer support to confirm what they were buying.
Instead of supporting decision-making, the purchase flow shifted cognitive effort onto the user asking them to resolve uncertainty that should have been clarified upfront.
High-friction checkout
The checkout flow assumed prior understanding of AMA’s internal product structure.
Users were asked to commit before clearly understanding:
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The difference between similar AMA products
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How licenses worked across individuals and organizations
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Whether they were buying something new or something they already owned
This increased cognitive load at the most critical moment in the journey and broke the expectation of a self-service purchase experience.
Broken connection between purchase and access
After completing a purchase, users often struggled to understand what happened next.
There was no clear handoff from buying AMA to accessing it:
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Ownership was not immediately visible
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Access points were unclear or fragmented
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Users did not know where to start or what actions to take
This disconnect reduced perceived value and delayed adoption, even after a successful purchase.
Design decision: Shift from licenses to value and ownership
To address this, I reframed the purchase experience around user intent rather than internal product logic.
Instead of explaining licensing structures, the experience focused on value, use case, and ownership making decision-making possible without prior AMA knowledge.
After: Purchase decisions became clear, comparable, and confidence-driven
Users could now quickly understand and compare AMA offerings without needing prior knowledge of internal licensing structures.
From unclear products to clear choices.
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AMA offerings were restructured around users’ real decision-making:
Which AMA do I need? For what type of project? In which format?
Each AMA variant was clearly positioned by domain and use case, reducing uncertainty before purchase and enabling confident self-service decisions.
Post-purchase access & ownership
Access & Ownership: From purchase to daily use
After Buying AMA did not mean users could access AMA.
After purchase, users were redirected into a fragmented ecosystem where ownership, access points, and next steps were unclear.
Before: Ownership without access
After completing a purchase, users were redirected to the logged-in start page of byggtjänst.se.
This page was optimized for marketing and book sales, not for post-purchase access to professional tools.
As a result:
• Users could not immediately see what they had purchased
• “My Pages” and “My Services” were not clearly surfaced
• Direct links to AMA services were non-descriptive or hidden due to SEO being disabled
• Users started searching again, even though they already owned AMA
Searching again after purchas
Because access points were unclear, many users tried to find AMA by searching again on the website or via Google.
However, SEO for logged-in AMA services was intentionally disabled.
This created a critical paradox:
• Users owned the service
• But could not find it through search
• And had no meaningful direct links to guide them
The system treated ownership, access, and usage as separate experiences
• Purchase did not lead to usage
• Access relied on memory, bookmarks, or support
• The system assumed users understood where to go next
Design decision: Treat access as part of the product, not an afterthough
I treated post-purchase access as a core part of the user journey, not a technical detail.
Access needed to answer three questions immediately:
• What do I own?
• Where do I go now?
• What can I do next?
After: Clear ownership and visible access
After restructuring access around ownership, users were guided directly to a clear “My Services” overview.
Each purchased service was:
• Clearly named and recognizable
• Grouped under AMA
• Directly linked to the correct tool or content
• Accessible without additional searching or guesswork
This closed the loop between discovery, purchase, and daily use.
Users no longer needed to search for what they already owned, reducing support dependency and increasing adoption of AMA Online as a professional tool.
Product deep dives
Beyond fixing discovery and access, I worked hands-on inside AMA Online to improve daily professional use and explore future-facing capabilities.
AMA Online: Improving daily professional use
Even after access was fixed, AMA Online was still a complex professional tool.
Users needed support in understanding structure, finding the right content, and working efficiently over time.
In parallel with improving structure and workflows, I designed a new design system for AMA Online from scratch. The system was grounded in the core of AMA as a product, the printed books that professionals had trusted for generations and translated that legacy into a modern, digital interface.
The goal was to create continuity between the physical AMA books, the marketing site, and the digital service, so users felt immediately oriented rather than confronted with a new system.
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The design system defined:
• Typography inspired by the hierarchy and readability of AMA books
• A clear visual structure for dense, rule-based content
• Component logic that could scale across the platform
• A shared visual language between product and marketing surfaces
Accessibility as a foundation, not a layer
Accessibility was treated as a foundational requirement, not a compliance checklist.
Color, contrast, typography, and interaction patterns were designed to support long reading sessions, varied lighting conditions, and professional use in real working environments.
This ensured that the interface remained usable, legible, and predictable for a broad range of users, including those with visual or cognitive impairments.
By embedding accessibility directly into the design system, consistency and inclusivity were maintained as the product evolved.
Outcome
This work resulted in a more cohesive, accessible, and professional product experience — one that respected AMA’s legacy while enabling modern, efficient daily use.
It also created a scalable foundation for future development inside AMA Online.
The design system and content structure made it possible to explore guided and AI-assisted workflows later on.
Exploring an AI-assisted workflow (MVP, 2022)
Once structure, terminology, and access were clarified across the ecosystem, we explored what this foundation could enable next. AMA is a highly complex knowledge system.
Even experienced professionals struggled to know where to start, what applied to their case, and how different rules related to each other.
Insight
The core problem was not lack of content, but lack of guidance.
MVP
In 2022, before AI assistants became mainstream, I initiated and explored an MVP concept for an AI-assisted AMA experience. The goal was to guide users through the system based on intent, context, and task, not keywords.
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• Help users ask the right questions
• Point to relevant AMA sections
• Reduce reliance on support and training
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This work was exploratory, but grounded in real user problems.
It demonstrated how emerging technology could support professional decision-making inside complex systems.
Key Learnings & Strategic Takeaways
This project reinforced that improving a single product surface is rarely enough in complex, legacy-driven environments. Real impact comes from clarifying ownership, access, and intent across the entire ecosystem, from first discovery to daily professional use.
Design systems proved to be more than a consistency tool. By grounding the visual language in AMA’s printed books, the system carried trust, continuity, and legitimacy into the digital experience, enabling change without breaking familiarity.
Accessibility, when treated as a foundation rather than a compliance layer, became a scalability strategy. Clear hierarchy, contrast, and structure improved usability for all users while future-proofing the platform.
The AI assistant exploration demonstrated that intelligence is an outcome of structure. Only once navigation, terminology, and content models were clarified could guided and AI-assisted workflows be meaningfully explored.
Finally, the work highlighted that alignment is a core design responsibility. In regulated, siloed organisations, design leadership is as much about translating between disciplines as it is about shaping interfaces.
Scope & Ownership
Direct ownership
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End-to-end UX and service design across the AMA ecosystem
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Information architecture, navigation, onboarding, and access logic
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Design system and accessibility foundation (WCAG 2.1 AA)
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AI assistant MVP concept and internal validation
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Strategic influence
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Funnel clarity, SEO direction, and product packaging strategy
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Cross-functional alignment between product, editorial, marketing, and tech
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Stakeholder decision-making through workshops, walkthroughs, and rationale