AMI Screenshots

AMI Digital Strategy & Website Redesign

In continuing their mission to make accessible media for all Canadians, Accessible Media Inc. (AMI) invests in digital to empower audiences and enrich the lives of those in the blind and low-vision community.


AMI’s digital media efforts had not kept pace with their evolution into a full-fledged broadcaster and content creator. But with existing marketing and content teams focused on the broadcast channels and fully tasked with day-to-day operations; AMI was looking for a collaborative partner to help them achieve their goal of becoming a world leader and advocate for online accessibility.


MitreBox UXD began by undertaking a comprehensive series of information gathering and research activities. AMI’s executive, marketing, and content teams, as well as members of the blind and low-vision community, were engaged early and often; ensuring that varying perspectives and all unique stakeholder goals were captured. Key findings were brought together alongside strategic recommendations to provide AMI with an actionable, prioritized digital strategy and online product roadmap; complete with an understanding of what was required to achieve these targets.

A complete redesign of the AMI website was identified as the highest priority, and MitreBox UXD was further engaged to work with AMI to provide wireframes, functional specification, and creative design for an accessible and inclusive online experience. MitreBox UXD also assisted with the selection of a development partner and continues to be engaged. Providing ongoing support and expertise as AMI continues to move forward with high-priority activities on the product roadmap.


The initial recommendations outlined in the digital strategy have been successfully implemented and AMI continues to create, advocate, collaborate, and enable the blind and low-vision community. They have hired the recommended internal resources, rolled out a new social media policy, successfully launched an inclusive website, and are well on their way to implementing new processes and content strategies.

By continuing to focus on the creation of digital media products that follow leading user experience design best practices and that are also highly accessible, AMI is confidant they will be well positioned for their 2018 broadcast license renewal.


AMI and MitreBox UXD were invited to present the project at Embrace UX, and the upcoming Guelph Accessibility conference.

Services Provided

MitreBox UXD worked closely with AMI’s digital, marketing, and content teams to provide the following services:

Vision & Objectives Workshops

Persona Development

Stakeholder Consultation

User Survey

Competitive Analysis

Industry Trends Research

Strategic Planning & Recommendations

Online Product Roadmap

Information Architecture

Wireframes & Functional Specification

Creative Direction & Design

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