Case Study: Member Website Journey Redesign

Member and staff input, along with insights from non-member key stakeholder groups, is essential for redesigning websites to achieve web and organizational goals. 

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 process with a member journey map. Creating this map can be a collaborative effort with your marketing and membership teams. Utilize a free digital whiteboard tool like Google's Jamboard or Miro to outline the journey steps and required content, and brainstorm for 60 minutes. This will provide a comprehensive overview of your member's journey.

However, 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 5-10 members, using specific questions tailored to uncover user needs and align with association business goals, ensuring highly relevant and actionable insights. 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 also aid in persuading staff that modifications to the information architecture, content, layout, and flow are necessary. You can see it in action - here's a sample think-aloud video.

The Challenge

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

The Solution

I proposed a think-aloud exercise to clarify their thoughts on specific member 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 and updated page layouts along with refreshed content.

See my think-aloud plan, results, and sample communications.

The Results

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

I subsequently created a before-and-after customer journey map for two key sections of the website - membership and accreditation. Collaborating with the membership team, I rewrote 35 pages of content based on my proposed new journey. The refreshed information architecture and content, including a new infographic, eliminate confusion regarding every major aspect of membership and accreditation.

New membership web journey

Membership web journey whiteboard exercise

Before-and-after of the web pages

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.