CFA UK
Brief
CFA Society United Kingdom have an outdated and unresponsive web platform. The current site integrates with an antiquated CRM platform called 'Oxybox' which will still exist on launch- consideration must be therefore given to strategically phasing the launch of the new platform.
Conduct research aimed at unlocking the potential of their chosen CMS (Sitecore), develop a digital strategy appropriate for their audiences and business goals, execute experience being mindful of the phased roadmap, oversee design and concept testing; UAT and launch.
Idea
Simplify the story
People don't understand the courses or how the go about achieving the qualification. Make the experience simpler to navigate, tell fewer stories, tactically, to reduce the noise around the core message of what CFA stands for. Bigger hero areas, less text and concise landing pages.
Make the verbose easier to digest
Some of the topics CFA cover require a great deal of explanation, leading to long pages that users find both confusing and difficult to navigate. Redefine detail pages to make it easier for users to parse.
Events
Most CFA alumni are unaware of the events they run. However, those that do engage with events have a far higher level of customer satisfaction. Therefore, give more prominence to events - make the booking process easier and allow CFA to track the performance of their site through conversion tunnel analytics conversion.
Influence the influencers
Create better links with beneficiary users (e.g. employers) as the key influencers on your membership. Empower advocates to share your content and raise the profile of the CFA Society more widely.
Impact
Site launched in November 2016. CFA have the highest satisfaction rating of any Precedent client on launch.
Download assets;
- Annotated wireframes
- IA Sitemap
- Testing
- Documentation
- HiFi wires
- Strategy and UX planning
- Designs