Setting project goals
As a UX driven agency, we always put the user at the centre of projects. And lucky for us, the CEC was on the exact same page. Their key objectives put users first to drive business results.
- Deliver excellent service to three core audience groups
- Improve overall engagement and satisfaction with websites
As a member-based organisation, it would be essential that the new website encourages new membership as well as event bookings – both being key drivers of income for the organisation. While operational objectives included the collection and management of high-quality data and a reduction in web-related phone calls.
Listening to audience groups
Finding a core insight about our audience was a challenge because of the different market segments and related sub-brands within the CEC. By understanding the needs, differences and similarities of groups, we defined three core targets:
Industry (mostly members)
Digging into customer research we learned that service, accessibility and responsiveness were key areas for improvement. Further research revealed an overall decline in NPS, although in part due to an expansion of survey respondents from previous years, it remained a signal to listen further to our audience and meet their needs on the new website.
We conducted interviews and workshops with the CEC as well as installers, consumers, manufacturers and members. We learned that across the board, each group had a hard time finding the information they needed, they were confused by the multiple websites and they couldn’t work out how to get in touch with the CEC. Consumers, in particular, felt overwhelmed and confronted with too much information – a lot of which was technical jargon.