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Marketing
Member Website Experience Design
Led a multi-faceted user research process including think-aloud interviews, journey mapping, heat maps, and card sorting to achieve 100% staff buy-in for a new information architecture.
100%
staff buy-in achieved
10
think-aloud interviews conducted
360
degree view of usability
The Challenge
A cross-functional association staff team faced challenges reaching consensus around a website redesign proposal. Competing priorities were causing discussions to derail.
The Approach
Proposed a think-aloud exercise with members to clarify pain points, combined with Google Analytics, heat map data, surveys, and card sort exercises.
The Results
Achieved 100% buy-in to proceed. The resulting information architecture was validated through a card sort. New content eliminated confusion regarding every major aspect of membership.