AICD

Transforming The Member Experience

01/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.

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.

Strategic Planning

Customer Experience

Business Analysis

Technical Feasibility

02/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.

Hand-sketched member portal wireframes with member sticky notes

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/Outcomes