Amelia Chieng

 Hi! I’m a hands-on designer based in Oakland, CA with a decade of experience across brand, digital, and growth, taking work from concept to launch.

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Building a Scalable Events System that Improved Discovery and Conversion
As Culture Amp's global events program scaled, the existing experience couldn't keep pace. I partnered with web properties to redesign the /events page into a unified content hub, then extended the visual system into self-service templates that enabled faster event production while maintaining brand consistency.

This included building the fully responsive event pages in Splash, all reusable assets and templates across promotional materials, and post-event resources to support faster campaign production and improve operational efficiency across global teams.

ImpactConversion rate increased across new & returning traffic (TC up 25%, NTC up 5%)
13% more users visiting on-demand webinar content directly from events page
Visitors engaging with more of the page: median scroll depth up 21%, and the most engaged 25% now see 97% of the page (up from 81%)

All gains achieved against flat traffic, indicating improved content discovery and conversion efficiency rather than increased acquisition volume.



Team Lead Brand Designer Event Marketing Managers
Growth Operations Admin
Responsibilities Visual design
Project management
UI / UX design
Template building & QA

Deliverables
 Splash Event templates
Canva Paid Ad templates
 ChallengeThe /events page had not kept pace with the growing volume of upcoming and on-demand content. Publishing was difficult, the experience was inconsistent, and visitors lacked a clear path to relevant content. Meanwhile, event marketers relied on outdated templates and one-off customizations, resulting in a process that required frequent designer support and limited scalability.

SolutionI created a lightweight visual system that could flex across event types while supporting a unified Events hub experience, designed to evolve alongside Culture Amp's broader brand direction rather than require future rebuilds. Web properties led the backend redesign, rebuilding the publishing flow and introducing automated platform integrations to reduce manual effort. I consulted on the information architecture, helping unify how upcoming and on-demand content was organized around visitor needs, and identified an opportunity to use the existing content tagging structure to generate consistent thumbnail treatments during the migration, removing the need for manual design production.



I then applied the same system to new, component-based brand-compliant templates in Splash and Canva, so non-designers could assemble and publish on-brand event pages and promotional materials without design support. This included fully responsive pages, a library of reusable assets, and supporting resources built for fast turnaround.

ReflectionThe flat traffic result provides the clearest signal: improvements came from helping existing visitors engage more effectively, rather than increasing acquisition volume. It's a reminder that a design system's impact isn't only how consistently it looks, but how effectively it helps teams and audiences move through an experience.


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