38% Improvement in Website Bookings

The client

CIPFA (Chartered Institute of Public Finance & Accountancy) is the trade body for accountants working in public sector organisations. Their 14,000 members work in 3000 companies in diverse sectors such as Education, Healthcare, Defence, Transport and Local Government in over 100 countries.

The challenge

CIPFA were interested in working with Channel Dynamics to help move the User Experience of their digital proposition forward to make it more customer centred and ensure that any new designs would be responsive and work on mobile, tablet and web.

They believed that user journeys are not as logical as they could be and that some of the content contained within these sections could be better represented or were missing. CIPFA also wanted to re-design the navigation and Information Architecture (IA) as part of the project to make it simpler for users to find relevant content.

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Our approach

Channel Dynamics approached the project in a series of four agile sprints, consisting of auditing the existing content, contextual research with users and stakeholder workshops, where we identified users attitudes, motivations, behaviours and goals around the project. We analysed their existing Information Architecture (IA) and created revised site maps and navigation design which was validated with users.

Channel Dynamics also worked with the CIPFA team to model the ideal customer journeys based on user stories and customer research and created revised landing page templates, wireframes and an interactive prototype that was further tested with users in our labs. We then completed the final page designs based on user feedback and created the digital assets that could be deployed by the content team in their Content Management System (CMS).

“We asked Channel Dynamics to work with us to re-design some of the main sections of our website. The process was both logical and stimulating and helped us to get the key stakeholders on board in a series of workshops. The site is now working on all digital devices as a result of their customer focused responsive re-designs and we highly recommend the exercise to other companies wanting to go through a similar level of change.”Head of Digital at CIPFA

The results

As a direct result of our work, CIPFA have moved their offering forward to be much more focused around their customer needs. Users are able to find key content more easily and the internal stakeholders and members have seen a 38% uplift in conversion journeys and reduction in web queries. The client is very satisfied with the results so far and Channel Dynamics will redesign the remaining elements of the site later this year.

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