Case Study: Member Website Experience design

After presenting brief snippets from three of the ten think-aloud exercise videos to the web team, along with other data I compiled and summarized, I achieved 100% buy-in to proceed. The resulting information architecture was then validated through a card sort exercise. 

Since the early 2000s, I've led website redesigns for various associations, managing cross-functional teams. One thing is certain: effective user research and analytics, paired with clearly defined business goals, are crucial for driving your website redesigns. My expertise lies in both areas, but let's focus on the user research aspect here.

I initiate the website redesign process with a member journey map. Creating this map can be a collaborative effort with your marketing and membership teams in addition to members and non-members. Utilize a digital whiteboard tool like Miro (which has several journey-mapping templates to choose from) to outline the journey steps and required content, and brainstorm for 60 minutes. This will provide a comprehensive overview of your member's journey. You can then prioritize edits/changes to make. 

It’s important to gather your members' perspectives to address any gaps and gain a deeper understanding of their actions and emotions. To achieve this, I conduct think-aloud interviews with 5-7 members, using specific questions tailored to uncover user needs and align with association business goals, ensuring highly relevant and actionable insights. 

Think-Aloud Demonstration

Think-Aloud Methodology Synopsis

These think-aloud interviews are part of a multi-faceted plan to achieve a 360-degree view of website usability:

1. Staff interviews and surveys

2. Board member interviews

3. Member interviews

4. Member journey mapping

5. Think-aloud usability interviews

6. Google Analytics data

7. Heat map data

8. Usability survey pop-ups on key website pages

9. Card sort exercise with a draft information architecture involving members and staff. 

The recordings from the think-aloud interviews persuade staff and volunteers that modifications to the information architecture, content, layout, and flow are necessary; these also help direct what changes should be made to meet member needs.

The Challenge

A cross-functional association staff team faced challenges in reaching consensus around a website redesign proposal for a new information architecture (menu system). Competing staff and volunteer priorities of putting "my content first" were causing discussions to derail.

The Solution

I proposed a think-aloud exercise conducted with members to clarify their thoughts on specific pain points and to develop a concrete plan that would foster consensus for moving forward. This think-aloud exercise would be combined with Google Analytics, heat map data, surveys, and other information to guide the creation of a new information architecture (menu system) and updated page layouts along with refreshed content.

The Results

After presenting brief snippets from three of the ten think-aloud exercise videos to the web team, along with other data I compiled and summarized, I achieved 100% buy-in to proceed. The resulting information architecture was then validated through a card sort exercise. 

I subsequently created a before-and-after customer journey maps for two key sections of the website - membership and accreditation. Collaborating with the membership team, I rewrote many pages of content based on the proposed new journey. The refreshed information architecture and content, including a new infographic, eliminated confusion regarding every major aspect of membership and accreditation.

Executive Takeaway

Digital experiences should reflect how users seek information, not how organizations structure their departments.

Contact Me Today

Do you have an immediate need or a long-term project in marketing, communications, or membership? Reach out to me at cathylada@gmail.com.