Engineering Technology Canada
Opening Pathways to Technology Careers in Canada.
TL;DR
ASTTBC needed a modern digital presence to support Canadian technicians, newcomers with technical skills, and transitioning military members seeking careers in technology. We redesigned the site to be inclusive, trustworthy, and accessible, helping users navigate certification, explore career paths, and see themselves as valued technology professionals in Canada.
My Role
Executive Creative Director — Led product vision & strategy, design execution, and client collaboration
Team Size
8 Humans (Design, Dev, Research, Content, Strategy)
Tools Used
Sketch, InVision, Drupal, React, GraphQ,
The Problem
ASTTBC’s existing website no longer reflected the professionalism or credibility expected by its evolving audience. The outdated design, disorganized structure, and lack of mobile responsiveness made it difficult for users to find information or understand ASTTBC’s role. For Canadian technicians, newcomers to Canada, and transitioning military personnel, the experience lacked clarity, trust, and relevance—creating barriers at key moments in their journey toward certification and career development.
The Solution
We led a complete digital overhaul grounded in user research, accessibility best practices, and a human-centered design approach. Using detailed personas, we captured the unique goals and challenges of Canadian technicians, internationally trained professionals, and transitioning military personnel.
These personas helped us focus on the real human problems to solve, such as navigating certification, understanding career pathways, and feeling represented in the profession.
The new site features a streamlined structure, clear user journeys, and a modern, inclusive design system. We clarified ASTTBC’s value proposition, simplified content, and introduced flexible, modular components to support future updates.
The result is a digital platform that builds trust, improves access to critical information, and helps users confidently move forward in their careers.
Results & Outcomes.
A modern, mobile-first website that reinforces ASTTBC’s credibility
Improved content clarity and access for members, employers, and the public
Stronger alignment between ASTTBC’s brand and its mission
Increased stakeholder confidence and positive member feedback
An adaptable design system and CMS to support future growth
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