Reflecting the global status and offering of research agency 2CV with an industry-leading, scalable website. Implementing user journies and SEO strategy to successfully boost conversions.
Undisclosed Membership Organisation
Our client is a reputable membership body representing security industry professionals. JBi was selected as their digital partner due to our proven experience working with sensitive organisations in the security and defence sectors.
The organisation’s legacy website was outdated, burdened with significant technical debt, and limiting the overall user experience for both members and prospective users.
Our objective was to elevate the organisation’s digital offering by enhancing the value provided to members from the moment they join, increasing engagement, and ensuring that the digital platforms reflect the organisation’s status, goals and ambitions.
The project
The organisation had underperforming digital platforms and was unsure how it could resolve this to serve its audience better.
We led a discovery that focused on creating a strategy that achieved the following priorities:
- Increase the number of new members
- Increase retention by giving existing members a valuable and personalised experience
- Consolidate their digital platforms and tools to give admins more control
Over the course of the discovery, we spoke with a range of stakeholders, including the core team, a range of members, and their senior leadership team. This helped us gain a collective insight into the perspectives and needs of each key stakeholder group.
The UX perspective
Our research-led discovery aimed to uncover what members desired from the platform.
Members expressed that there wasn’t enough distinction between the public-facing site and the members’ area, and frustration navigating the site led many of them to use the platform considerably less than they might.
Based on this, we recommended greater personalisation for members, including a member dashboard as well as the optimisation of existing features, to provide them with a more positive experience.
The dashboard would be personalised with topics/areas they visit frequently and give users the functionality to save and organise links, leading to a more seamless interaction.
Journey mapping and card sorting workshops revealed a clear inconsistency between how users would organise site information and the existing IA and navigation.
To improve these areas, we recommended the following:
- UI uplift to make the website more attractive to potential members and partners.
- Mobile optimisation to provide a better mobile experience.
- Expanded component library to give more visual diversity, allow the management team more flexibility to publish different types of information and make the UI more digestible and accessible for users.
- New site architecture to streamline user journeys, taking advantage of breadcrumbs and cross-linking to help users move through the site.
The technical perspective
The organisation’s many, fragmented, third-party solutions were dated and posed cybersecurity threats.
We focused on how the digital estate could be consolidated and simplified into a single platform optimised to serve its team & members.
An in-depth audit of the system architecture revealed that the mobile app was barely functional and members had limited engagement with it.
Additionally, the isolated systems required a high level of administration from the internal team to manage the website, app and other third-party platforms.
We proposed consolidating the platforms into one unified system. This included:
- Re-platforming to a Drupal CMS.
- Integrating all existing platforms to provide a more coherent experience for members and a more manageable admin features/CMS for the internal team.
- Discontinuing the mobile app and focusing on building a mobile-friendly website to unify the experience for members.
Search research & analysis
We conducted a detailed SEO and analytics audit to evaluate the organisation’s current online presence and performance.
To address the website’s legacy issues, JBi conducted a website health check that found non-optimisation was leading to high search error rates, making it difficult for users to find the information they were seeking.
We proposed a clean-up of junk and duplicate pages, fixing SEO compliance issues and incorporating metadata provisions to improve search result rankings.
Our recommended SEO enhancements included implementing a more logical site architecture that grouped similar pages and advocated aligning targeted keywords with common searches and likely user journeys.
How we added value
The core team was delighted with our recommended approach.
The completion of the discovery stage provided the organisation with the following:
- An initial programme followed by a 3-year improvement roadmap.
- Optimised information architecture and sitemaps for both the Public Website & Members’ area based on end user & stakeholder insights.
- SEO recommendations based on a search & brand visibility analysis.
- Identified growth opportunities aligned with organisational goals.
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