AICD's Digital Transformation

Team: 

AICD - Project delivery team

North - Design studio

Expirity - UX research

Biztech - Technical build 

Date: 

2019

Background

The Australian Institute of Company Directors (AICD) embarked on a digital transformation journey in FY19 to align its services with the evolving needs of its members. Recognizing the importance of a robust digital presence in delivering targeted offerings, AICD aimed to enhance its website to better serve its diverse member base.

Problem

Previous studies revealed that while AICD's content was esteemed, members struggled to navigate and find relevant information on the website. This hindered effective communication of AICD's value proposition and impeded member engagement. Furthermore, challenges in member onboarding and understanding of AICD's offerings were identified, necessitating a strategic overhaul of the digital experience.

User Research

A comprehensive user research initiative was undertaken to gain insights into member needs, pain points, and expectations. Interviews with participants, stakeholders, and customer-facing representatives were conducted, supplemented by analysis of AICD's segmentation strategy and corporate documents. Participants were observed navigating the website to understand usability issues and comprehension levels.

Summary of Findings

The research highlighted various challenges faced by members, including confusion in onboarding, unclear communication of AICD's value proposition, and dissatisfaction with event networking opportunities. While the Company Directors Course (CDC) was highly valued, members expressed a desire for more current and relevant content, particularly on governance matters such as social media and data security.

Solution

Drawing on the research findings, a strategic solution was devised to address the identified challenges and enhance the digital experience. The solution focused on better communicating AICD's value proposition on the website, tailored to different user segments. This involved strategic placement of content and improved navigation to facilitate easier access to relevant information.

Project Goals

Clear project goals were established to measure the success of the digital transformation. These included achieving a Net Present Value of $2.7m, a 6.8% uplift in membership growth over four years, and improvements in search functionality, navigation, and mobile experience. The project aimed to increase member engagement and transaction conversion while ensuring a consistent brand experience.

Updating Brand Guidelines

As part of the digital transformation, AICD's brand guidelines were updated to ensure consistency and effectiveness across all digital applications. The guidelines emphasized the importance of a cohesive brand identity, utilizing unique colors and imagery to create an engaging yet professional experience.

Wireframe Design

Low and high-fidelity wireframes were developed to visualize the proposed changes to the website. These wireframes incorporated feedback from user research and were designed to improve comprehension and navigation. Iterative design processes were employed to refine the wireframes and ensure alignment with project goals.

Usability Testing

Usability testing was conducted with a sample of Sydney-based AICD members and non-members to validate the effectiveness of the proposed changes. Testing tasks included assessing new design comprehension, navigation, and finding Director Professional Development (DPD) information. Feedback from usability testing informed further refinements to the digital experience.

Conclusion

The AICD's digital transformation project not only addresses immediate challenges in member engagement and website usability but also lays the foundation for future innovation and growth. By embracing digital technologies and placing member needs at the forefront, AICD continues to uphold its mission of supporting directors and promoting excellence in governance practice. As the digital landscape evolves, AICD stands ready to adapt and thrive, ensuring its continued relevance and impact in an ever-changing world.