Transforming the Member Experience
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The challenge
What began as a request to optimise AICD’s member portal quickly revealed a deeper opportunity: to reframe how members perceive and experience value. Drawing on years of research and insight, we reframed how members engage with AICD.
Strategic Planning
Customer Experience
Business Analysis
Technical Feasibility
Faced with wavering satisfaction and growing pressure to demonstrate relevance, AICD had built a wealth of member insight. Years of research and product strategy shaped a clear picture of member needs, but converting that into a consistently meaningful experience proved elusive.
We introduced conceptual design as a bridge between strategy and execution, creating tangible design concepts that brought their membership strategy to life. These concepts were sequenced into progressive design horizons, providing a clear and practical pathway for improvement over time.
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Our Approach
Making strategy tangible through conceptual design
Our founder-led approach combined strategy, conceptual design, and our own lived experience as directors to create something uniquely valuable. We synthesised five years of research and product strategies, unearthing the hidden value of membership and reframing it through the lens of the member journey.
Unlocking Member Value
- Connected five years of research and product strategy into a clear, member-centric narrative
- Unearthed hidden sources of member value by reframing benefits and content through the member’s eyes
- Created conceptual designs for a highly personalised experience for AICD directors
- Sequenced concepts into progressive design horizons leadership could confidently act on
- Anchored the roadmap in data and systems capacity to enable personalisation
03//
04//
Outcomes
Roadmap for a re-imagined member experience
Cohesive member-journey story showing value across the lifecycle
Conceptual designs translating strategy into personalised experiences for directors
Design principles and a North Star to guide transformation
Progressive design horizons grounded in data and systems reality
Design roadmap providing a practical path to phased delivery
Prioritised initiatives to improve onboarding, retention and continuing education
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Results
Strategic
Clarity
Future
Ready
Delivery
Confidence
Momentum
A cohesive story for a reimagined, personalised member experience, with a practical, staged pathway to bring it to life
