AMA Campus

AMA Campus is an online training provider specialising in early childhood, personal care services and dietetics. A commercial brand of the Studi group, AMA Campus supports both sector professionals, childcare assistants, childminders and nursery staff, and individuals retraining, through a catalogue of more than 60 courses.

The problem

The online professional training market has been transforming rapidly since the CPF reform and the rise of public funding schemes. In that context, certified providers are multiplying, and differentiation through the digital experience is becoming a decisive competitive lever. Learners compare, research and settle on a provider online, well before any first human contact.

AMA Campus nonetheless showed solid indicators: 2,408 learners trained in 2024, 92% satisfaction, more than 40,000 hours of e-learning delivered. But its legacy site, built on WordPress with navigation fragmented across several subdomains, no longer did that reality justice. The catalogue was hard to browse, the funding options poorly showcased, and the visual identity too generic to stand out in an increasingly saturated ecosystem.

Our solution

We had to design a digital platform able to showcase the depth and specificity of a catalogue covering specialised subjects, often little known to the general public, while establishing the legitimacy of a serious, certified player against growing competition from generalist platforms.

The platform also had to reflect a modern, warm and caring image, characteristic of the early childhood sector, while displaying a level of professionalism worthy of Qualiopi certification.

Finally, it had to make the funding schemes, often perceived as complex, accessible and understandable, in order to remove the main barrier to enrolment.

Building it took 16 weeks: 4 weeks to work out the branding and UX/UI design, and 12 weeks for development in Webflow.

Our approach

1. Research and Strategy

We ran an in-depth benchmark of the online training sector in early childhood and personal care, analysing both specialised players and generalist e-learning providers. That work brought a clear opportunity to light: most competing sites suffer from unintuitive navigation, insufficient promotion of the funding available, and a visual identity that reflects neither the warmth of the sector nor the seriousness of a certified provider.

We therefore defined a strategic positioning built on three axes:

• Humanise the experience by showcasing the AMA Campus teaching model: dedicated coaches and expert practitioner trainers as differentiators
• Make the funding schemes immediately readable and accessible, to remove the main barrier to conversion
• Present specialisation as a credibility factor, against generalist platforms

2. Branding and Visual Identity

The AMA Campus visual identity had to reconcile two worlds: the warmth and care expected of a provider dedicated to early childhood, and the seriousness needed to establish the credibility of a Qualiopi-certified player against generalist platforms that are increasingly present. We designed an identity built around:

• A soft, structured colour palette, evoking the gentleness of a child's environment while conveying rigour and reliability
• Modern, legible typography combining accessibility and professional character
• Clean, warm graphic elements conveying the educational commitment of AMA Campus

This identity asserts AMA Campus' positioning as a sector reference, while remaining accessible and human for every learner profile.

3. UX/UI Mockups

The mockups designed in Figma were conceived to guide every learner profile from discovering the catalogue through to enrolment, with as little friction as possible. We worked on:

• A rethought information architecture, organising the catalogue by clear themes
• Explanatory course pages, detailing the content, the formats and the applicable funding in simple terms
• A dedicated funding section, explaining each scheme (CPF, IPERIA, France Travail, OPCO) with entry points suited to the learner's situation
• Strong emphasis on reassurance signals: Qualiopi certification, a 4.8/5 Google rating over more than 600 reviews, key 2025 figures
• A warm, structured design conveying the caring nature of the early childhood sector without sacrificing legibility and professionalism

4. Web Development and CMS

The site was developed entirely in Webflow, with:

• Light animation and fluid transitions to enliven navigation without weighing down load times
• A structured CMS letting the AMA Campus team manage the course catalogue entirely on their own, without technical help
• Performance optimised on desktop and mobile, essential for an audience that mostly browses from a smartphone
• Integration of the Finsweet CMS Filter component for the course catalogue filtering system. The richness of the catalogue confronted our team with a native Webflow limitation (the restricted number of multi-reference fields per collection), which pushed us to entirely rethink the CMS data architecture and design a bespoke solution combining Finsweet's flexibility with an optimised collection structure
• A connection of every form on the site to Make, an automation platform, to guarantee reliable delivery of leads 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 ran a full audit of the old site with Screaming Frog, migrated the existing content, put 301 redirects in place to preserve SEO, and carried out complete technical SEO optimisation (tags, responsive, load speed) to strengthen visibility. The new site loads in 1.1 seconds against 3.6 seconds on the previous one.

Results

The redesign gives AMA Campus a digital platform that matches its expertise and its ambitions. It asserts a clear, differentiating positioning, strengthening both the sector specialisation against generalist platforms and the credibility of a Qualiopi-certified provider, while optimising the journey for each learner profile so everyone quickly finds the course suited to their situation and understands how to fund it.

The new filtering system, made possible by a bespoke CMS architecture and the Finsweet integration, lets learners navigate intuitively through more than 60 courses by profile, theme or funding scheme: that fluidity translates into a conversion rate of 7% on the course pages, meaning 54 additional enrolments per month, carried by traffic up 38% over the first 6 months after launch.

The site also builds on already solid indicators, now showcased from the home page: 2,408 learners trained in 2024, 92% satisfaction, more than 40,000 hours of e-learning delivered, and a Google rating of 4.8/5 over more than 600 reviews. AMA Campus therefore has a high-performing, scalable digital asset that the team can enrich as new courses and regulatory changes come along, consistent with the quality of the teaching support it provides day to day.