Financial Executives International’s website experience redesign

TOOLS USED

Sketch
Invision
Photoshop
Illustrator
Figma

Problem statement

FEI Canada needed a way to enhance the digital experience of financial executives International in order to help inform, educate and develop strong business connections.

Project Goals

Research Methods

FEI Canada needed a better understanding of its members needs and desires in order to enhance the digital experience to provide them with a rich wealth of resources to support career development.

Key focus area

To understand the pain points of becoming a member.

How to enhance the digital experience as a tool to support FEI events.

Ability to expand professional network.

The development of a dashboard to quickly capture the picture for members.

Interview Insights

Following extensive research which involved customer interviews, competitive analysis, user personas and affinity mapping clear trends had emerged to inform the next phase of the design process. The digital experience needed to be quick and intuitive, content rich, educational and a strong importance on business networking.

MEMBERSHIP

The membership section informs potential members of the benefit of submitting an application to join the organisation.
The section covers the different types of memberships, courses and business networking events and also outlines what type of
access to the content on the website.

TrAINING & INSIGHT

Research into what drives membership to invest in organisations like FEI Canada we uncovered that
is was very important that users continued their education in the industry to meet the current challenges of
business and share best practices.

DASHBOARD

The FEI Canada dashboard acts as a tool to provide an overview of what
events the user has joined.

Outcome

Prototyping and testing uncovered additional pain points that we resolved by addressing issues with user flows and intuitive hierarchy of information that are easily understood by users.

Since launching the new FEI Canada website their profile, user engagement and reach has grown substantially across Canada with positive feedback from members as a strong resource in their career progression.