Rethinking AICD's ecommerce strategy

Design team: 

AICD - Project delivery team

North - Design studio

Expirity - UX research

Biztech - Technical build 

Date: 

2018

Background

The Australian Institute of Company Directors (AICD), a leading organization dedicated to promoting excellence in governance, recognized the need to revamp its e-commerce platform to better serve its members and stakeholders. In the fiscal year 2017, AICD processed close to 100,000 transactions, encompassing membership renewals, product purchases, and event registrations. However, the existing system was marred by inefficiencies, manual processes, and a subpar user experience. These limitations not only hindered user satisfaction but also posed risks to compliance and drained staff resources.

Problem

The primary challenges faced by AICD stemmed from the outdated and cumbersome nature of its e-commerce system. Membership renewals, a critical aspect of AICD's operations, were heavily reliant on manual intervention, leading to errors and inefficiencies. Users encountered difficulties in purchasing multiple products simultaneously, and there was no provision for auto-renewal of memberships, leading to a cumbersome process for both members and staff. Moreover, the shopping experience lacked engagement, with outdated navigation and taxonomy impeding discoverability and conversion rates. These challenges not only impacted user satisfaction but also jeopardized PCI-DSS compliance, posing significant risks to data security.

Solution

The solution implemented by AICD encompassed a holistic approach aimed at simplifying the membership renewal process, enhancing the shopping experience, and ensuring compliance with industry standards. Leveraging cutting-edge technologies such as tap n go payments and text message notifications, AICD modernized its payment options and communication channels, meeting the evolving needs of its members. By adopting a user-centric design approach and conducting rigorous usability testing, the redesigned platform offers a seamless and intuitive experience, fostering greater engagement and satisfaction among users.

Scope

The scope of the project extended across various departments and business systems within AICD. Key objectives included simplifying the membership renewal process, enhancing the shopping experience, and ensuring compliance with industry standards. The project also aimed to integrate new technologies, such as tap n go payments and text message notifications, to modernize payment options and communication channels. Collaboration with departments including Education & International, Corporate Services, and Information Technology was paramount to align objectives and ensure successful implementation.

Wireframes

The redesign process commenced with the development of both low and high-fidelity wireframes to conceptualize and refine the proposed changes. Low-fidelity wireframes provided a skeletal framework for the redesigned platform, outlining the flow of navigation, key functionalities such as the cart, and the checkout process. High-fidelity wireframes added layers of detail and refinement, incorporating feedback from stakeholders and usability testing. These wireframes served as a visual roadmap for the development team, facilitating communication and alignment throughout the project lifecycle.

Usability Testing

Usability testing emerged as a cornerstone of the redesign process, providing valuable insights into user behavior and preferences. Five Sydney-based AICD members participated in one-hour testing sessions, tasked with navigating the redesigned platform and completing various scenarios. Tasks included registering for courses, browsing products, and completing purchases. Both desktop and mobile prototypes were tested to ensure seamless functionality across devices. Feedback from usability testing informed iterative improvements to the user interface, enhancing overall user experience and driving higher levels of engagement and satisfaction.

Conclusion

In conclusion, the AICD e-commerce redesign project represents a significant milestone in the organization's digital transformation journey. By addressing key pain points and delivering substantial improvements to its online platform, AICD has positioned itself at the forefront of innovation in governance education. Through meticulous planning, collaboration, wireframing, and usability testing, AICD has not only modernized its e-commerce operations but also strengthened its commitment to delivering exceptional value to its members and stakeholders.