AMA Campus

Context & Goals

The online professional training market in France has been undergoing recent transformation. In this context, certified training providers are multiplying, and differentiation through digital experience has become a decisive competitive advantage. Learners research, compare, and decide on a training provider online, well before any first human contact.  
  
AMA Campus nevertheless showed strong indicators: 2,408 learners trained in 2024, a 92% satisfaction rate, and more than 40,000 hours of e-learning delivered. But the WordPress website with navigation fragmented across multiple subdomains, no longer did justice to this reality. The catalog was difficult to browse, funding options were poorly highlighted, and the visual identity was too generic to stand out in an increasingly saturated ecosystem.  
  
The challenge was therefore to design a digital platform capable of:  
  
1. Showcasing the depth and specificity of a catalog covering specialized topics often unfamiliar to the general public.  
2. Establishing credibility as a serious, certified player in the face of growing competition from generalist platforms.  
3. Reflecting a modern, warm, and caring image befitting the early-childhood sector, while displaying a level of professionalism worthy of its certification.  
4. Making funding mechanisms — often perceived as complex — accessible and understandable, to remove a key barrier to enrollment.  

Our Approach

1. Research & Strategy
We conducted an in-depth benchmark of the online training sector in early childhood education and personal care services, analyzing both specialized players and generalist e-learning platforms. This work revealed a clear opportunity: most competitor sites suffered from unintuitive navigation, insufficient visibility of available funding, and a visual identity that reflected neither the warmth of the sector nor the seriousness of a certified organization.

We defined a strategic positioning built around three pillars:
• Humanizing the experience by highlighting AMA Campus's pedagogical approach — dedicated coaches and field-expert instructors — as key differentiators.
• Making funding mechanisms immediately clear and accessible, to remove the main barrier to conversion.
• Emphasizing specialization as a factor of credibility, in contrast to generalist platforms.

2. Branding & Visual Identity
‍AMA Campus's visual identity needed to reconcile two worlds: the warmth and human care expected of an organization dedicated to early childhood, and the seriousness required to establish the credibility of a Qualiopi-certified provider (mandatory quality certification for vocational training providers in France) amid a growing number of generalist platforms.

We designed an identity built around:
• A soft, structured color palette evoking the gentleness of a child's environment while conveying rigor and reliability.
• A modern, legible typography combining accessibility with professional character.
• Clean, warm graphic elements reflecting AMA Campus's pedagogical commitment.

This identity asserts AMA Campus's positioning as a sector reference, while remaining approachable and human for every type of student.

‍3. UX/UI Design
The Figma designs were crafted to guide every student profile from catalog discovery through to enrollment, with as little friction as possible. We worked on:
• A redesigned information architecture, organizing the catalog into clear thematic categories.
• Pedagogically focused course pages, detailing content, format, and applicable funding in a simple way.
• A dedicated funding section explaining each mechanism tailored to the student's situation.
• Strong emphasis on trust-building elements: Qualiopi certification, a 4.8/5 Google rating from over 600 reviews, and key 2025 figures.
• A warm, structured design reflecting the caring nature of the early-childhood sector without sacrificing clarity or professionalism.  

4. Web Development & CMS
The site was built entirely on Webflow, featuring:
• Light animations and smooth transitions to make navigation more dynamic without slowing down load times.
• A structured CMS allowing the AMA Campus team to fully manage the training catalog independently, without technical support.
• Optimized performance on both desktop and mobile — essential for an audience that browses predominantly from smartphones.
• Integration of the Finsweet CMS Filter component for the training catalog's filtering system. The richness of the catalog confronted our team with a native Webflow limitation: the restricted number of multi-reference fields per collection. This technical challenge pushed us to entirely rethink the CMS data architecture and design a custom solution, combining Finsweet's flexibility with optimized collection structuring, to deliver a smooth, high-performing filtering experience despite the catalog's complexity.
• Connection of all site forms to Make, an automation platform, to ensure reliable lead routing to the sales teams. The group's dual CRM structure — AMA Campus on one side, Studi on the other — required splitting the sending scenarios into two distinct, independent flows, each feeding the corresponding CRM with the appropriate data.  

We also carried out:
• A complete audit of the former site using Screaming Frog.
• Migration of existing content.
• Implementation of 301 redirects to preserve SEO.
• A full technical SEO optimization (tags, responsiveness, load speed) to strengthen visibility.

Results

The redesign gives AMA Campus a digital platform worthy of its expertise and ambitions:
• A clear, differentiating positioning, affirming sector specialization in the face of generalist platforms and reinforcing the credibility of a Qualiopi-certified organization.
• An optimized user journey tailored by profile, allowing each student to quickly find the right course and understand how to fund it.
• A modern, caring image, capable of attracting both professionals looking to upskill and individuals seeking a career change into meaningful professions.
• An advanced catalog filtering system, made possible by a custom CMS architecture and Finsweet integration, allowing learners to intuitively browse more than 60 courses by profile, topic, or funding option.
• A scalable tool that the team can continue to enrich as new courses and regulatory changes emerge.

AMA Campus now has a high-performing digital asset, consistent with the quality of the pedagogical support it provides every day.