About the Company
The Chartered Institute of Marketing Management of Ontario (CIMMO) is a non-profit group that began in 1982. Their goal is to improve Canada’s professional marketing field by offering membership programs, professional designations, and continuing education courses.
My Role
Lead UI Designer, Researcher
Duration
January - March 2023
Team
OVERVIEW
248 / 500
Members
The Problem
CIMMO aims to reach 500 members by 2025, but they suffer from low conversion and high bounce rates despite having over 30,000 visits in 2022.
The Solution
Redesign the website for prospective members in order to convert more site visitors into registered members.
About the Company
The Chartered Institute of Marketing Management of Ontario (CIMMO) is a non-profit group that began in 1982. Their goal is to improve Canada’s professional marketing field by offering membership programs, professional designations, and continuing education courses.
My Role
Lead UI Designer & Researcher
Duration
January - March 2023
Team
Overview
The Problem
CIMMO aims to reach 500 members by 2025, but they suffer from low conversion and high bounce rates despite having over 30,000 visits in 2022.
CIMMO aims to reach 500 members by 2025, but they suffer from low conversion and high bounce rates despite having over 30,000 visits in 2022.
The Solution
Redesign the website for prospective members in order to convert more site visitors into registered members.
Redesign the website for prospective members in order to convert more site visitors into registered members.
The Solution
Redesign the website for prospective members in order to convert more site visitors into registered members.
248 / 500
Members
The Outcome
We redesigned areas of the site that would help us grow membership numbers. This includes the home, membership and designation pages.
The Impact
In the end, our user testing indicated that the redesign successfully increased the site's usability scores.
96%
of users are very confident in their understanding of who CIMMO is and what they offer
Original Score: 57%
90%
of users are very confident in their understanding of the steps to become a member and earn designations
Original Score: 64%
100%
of users strongly agreed that the website appears professional
Original Score: 85%
The Impact
In the end, our user testing indicated that the redesign successfully increased the site's usability scores.
96%
of users are very confident in their understanding of who CIMMO is and what they offer
Original Score: 57%
90%
of users are very confident in their understanding of the steps to become a member and earn designations
Original Score: 64%
100%
of users strongly agreed that the website appears professional
Original Score: 85%
The Process
Research
Heuristic Analysis
Web Analytics
Competitor Analysis
Empathize
Personas
Journey Maps
Needs Statements
Brainstorm
Brainstorm Solutions
Prioritize Ideas
Prototype
Low-Fidelity
Medium-Fidelity
High-Fidelity
Test
Usability Tests
Surveys
Interviews
The Process
Research
Heuristic Analysis
Web Analytics
Competitor Analysis
Empathize
Personas
Journey Maps
Needs Statements
Brainstorm
Brainstorm Solutions
Prioritize Ideas
Prototype
Low-Fidelity
Medium-Fidelity
High-Fidelity
Test
Usability Tests
Surveys
Interviews
About the Company
The Chartered Institute of Marketing Management of Ontario (CIMMO) is a non-profit group that began in 1982. Their goal is to improve Canada’s professional marketing field by offering membership programs, professional designations, and continuing education courses.
The Chartered Institute of Marketing Management of Ontario (CIMMO) is a non-profit group that began in 1982. Their goal is to improve Canada’s professional marketing field by offering membership programs, professional designations, and continuing education courses.
My Role
Lead UI Designer & Researcher
Duration
January - March 2023
Team
Research
Identifying issues with the existing site
We kicked off the project by conducting research to identify existing issues with the website, starting with a heuristic evaluation. Over 90 violations were found, the majority of which fall into these three categories:
Overwhelming Content
Heavy Jargon
Lengthy text
Poor information hierarchy
Inconsistent Design
Shifting fonts and colours
Irrelevant photos and icons
Unclear brand image
Accessibility Infractions
Inaqeduate colour contrast
Lack of text tagging
Small font
Overwhelming Content
Heavy Jargon
Lengthy text
Poor information hierarchy
Inconsistent Design
Shifting fonts and colours
Irrelevant photos and icons
Unclear brand image
Accessibility Infractions
Inaqeduate colour contrast
Lack of text tagging
Small font
Overwhelming Content
Heavy jargon
Lengthy text
Poor information hierarchy
Inconsistent Design
Shifting fonts and colours
Irrelevant photos and icons
Unclear brand image
Accessibility Infractions
Inaqeduate colour contrast
Lack of text tagging
Small font
Research
Identifying issues with the existing site
We kicked off the project by conducting research to identify existing issues with the website, starting with a heuristic evaluation. Over 90 violations were found, the majority of which fall into these three categories:
Overwhelming Content
Heavy Jargon
Lengthy text
Poor information hierarchy
Inconsistent Design
Shifting fonts and colours
Irrelevant photos and icons
Unclear brand image
Accessibility Infractions
Inaqeduate colour contrast
Lack of text tagging
Small font
Overwhelming Content
Heavy Jargon
Lengthy text
Poor information hierarchy
Inconsistent Design
Shifting fonts and colours
Irrelevant photos and icons
Unclear brand image
Accessibility Infractions
Inaqeduate colour contrast
Lack of text tagging
Small font
Overwhelming Content
Heavy jargon
Lengthy text
Poor information hierarchy
Inconsistent Design
Shifting fonts and colours
Irrelevant photos and icons
Unclear brand image
Accessibility Infractions
Inaqeduate colour contrast
Lack of text tagging
Small font
Testing to see where
users struggle most
Testing to see where users struggle most
We conducted a moderated usability test with 9 users to find issues not identified during our heuristic evaluation. We found that there were two tasks where users struggled the most, which affected CIMMO's ability to attract new members.
We conducted a moderated usability test with 9 users to find issues not identified during our heuristic evaluation. We found that there were two tasks where users struggled the most, which affected CIMMO's ability to attract new members.
6 / 9
Couldn't find designation information
Couldn't find the designation information
3 / 9
Couldn't find out how to become a member
3 / 9
Couldn't figure out how to become a member
Couldn't find information on designations
Testing to see where
users struggle most
We conducted a moderated usability test with 9 users to find issues not identified during our heuristic evaluation. We found that there were two tasks where users struggled the most, which affected CIMMO's ability to attract new members.
6 / 9
Couldn't find the designation information
3 / 9
Couldn't find out how to become a member
3 / 9
Couldn't figure out how to become a member
Couldn't find information on designations
Defining the scope
Based on the pain points we identified in our research, we narrowed down key focus areas to help us work towards CIMMO’s goal of growing its membership numbers.
Home Page
Home Page
To clarify the value proposition and offerings to reduce site abandonment
Membership Page
Membership Page
To increase member acquisition and retention
To increase member acquisition and retention
Designation Page
Designation Page
To convey value and instill user confidence in CIMMO’s core service
To convey value and instill user confidence in CIMMO’s core service
Membership Page
To increase member acquisition and retention
Designation Pages
To convey value and instill user confidence in CIMMO’s core service
Defining the scope
Based on the pain points we identified in our research, we narrowed down key focus areas to help us work towards CIMMO’s goal of growing its membership numbers.
Home Page
To clarify the value proposition and offerings to reduce site abandonment
Membership Page
To increase member acquisition and retention
Designation Page
To convey value and instill user confidence in CIMMO’s core service
Membership Page
To increase member acquisition and retention
Designation Pages
To convey value and instill user confidence in CIMMO’s core service
Empathize
Understanding
our users
Understanding our audience
Before brainstorming design solutions, we created personas with the help of our stakeholder to better understand our target users. The two personas include a recent marketing graduate looking for networking opportunities, and a recent immigrant hoping to gain Canadian marketing designations.
Before brainstorming design solutions, we created personas with the help of our stakeholders to better understand our target users. The two personas include a recent marketing graduate looking for networking opportunities, and a recent immigrant hoping to gain Canadian marketing designations.
Empathize
Understanding
our users
Before brainstorming design solutions, we created personas with the help of our stakeholder to better understand our target users. The two personas include a recent marketing graduate looking for networking opportunities, and a recent immigrant hoping to gain Canadian marketing designations.
Mapping pain points
in their journey
Mapping pain points in their journey
From the perspective of our target audience, our team created an experience map that details the before and after states for becoming a CIMMO Member. This scenario was selected because CIMMO wishes to grow its membership base, and the process of becoming a member proved to be problematic during usability testing.
Mapping pain points
in their journey
From the perspective of our target audience, our team created an experience map that details the before and after states for becoming a CIMMO Member. This scenario was selected because CIMMO wishes to grow its membership base, and the process of becoming a member proved to be problematic during usability testing.
Brainstorm
Brainstorming
Solutions
Brainstorming & Prioritization
Based on the pain points flagged in the experience map, we brainstormed potential solutions. We narrowed down ideas by clustering similar themes and voting on them based on feasibility and impact. In the end, we had the time to implement each idea category below:
Brainstorm
Brainstorming & Prioritization
Based on the pain points flagged in the experience map, we brainstormed potential solutions. We narrowed down ideas by clustering similar themes and voting on them based on feasibility and impact. In the end, we had the time to implement each idea category below:
Usability Testing
Moderated
9 users
4 Tasks
To verify if we were on the right track, we conducted moderated usability tests with our target audience of marketing students. Below are some key improvements made based on the feedback:
Before
Users found it difficult to quickly understand the eligibility criteria to apply for designations.
After
We used concise content and visuals so that users could quickly and easily understand the eligibility criteria.
Before
Users found it difficult to easily see the differences between membership plans
After
We added a concise, side-by-side comparison of different membership plans
Prototype
Mid-Fidelity Prototype
We created quick wireframes to visualize the ideas from our brainstorming session.
Prototype
Mid-Fidelity Prototype
We created quick wireframes to visualize the ideas from our brainstorming session.
Usability Testing
To verify if we were on the right track, we conducted 9 moderated usability tests with our target audience of marketing students. Below are some key improvements made based on the feedback:
Before
Users found it difficult to quickly understand the eligibility criteria to apply for designations.
After
We used concise content and visuals so that users could quickly and easily understand the eligibility criteria.
Before
Users found it difficult to easily see the differences between membership plans.
After
We added a clear, side-by-side comparison of different membership plans
Tracking our progress
To set a benchmark, we tracked the system usability score of the website before and after the redesign. We were able to successfully increase the score by 17 points, bringing the website into the "excellent" range.
Tracking our progress
To set a benchmark, we tracked the system usability score of the website before and after the redesign. We were able to successfully increase the score by 17 points, bringing the website into the "excellent" range.
Design
Shaping the Visual
Design Direction
Shaping the Visual Design Direction
Shaping the Visual Design Direction
I created different versions of mood boards and style tiles to channel the professionalism and inclusivity that CIMMO hopes to convey. Our team settled on the ones below:
I created different versions of mood boards and style tiles to channel the professionalism and inclusivity that CIMMO hopes to convey. Our team settled on the ones below:
After the wireframes had been created, it was time to settle on the website's aesthetic. I created different versions of mood boards and style tiles to channel the professionalism and inclusivity that CIMMO hopes to convey. Our team settled on the ones below:
Creating a Design
System
Creating a Design System
Creating a Design System
CIMMO has an inconsistent design system that fails to represent a unified brand identity. Based on these findings, our new redesign has been tailored to convey color, shape, and typography in a meaningful way to meet CIMMO's desired image as an established institution.
CIMMO has an inconsistent design system that fails to represent a unified brand identity. Based on these findings, our new redesign has been tailored to convey color, shape, and typography in a meaningful way to meet CIMMO's desired image as an established institution.
Since the old website had an inconsistent design system that failed to represent a unified brand identity, I created a design system that was tailored to use color, shape, and typography in a meaningful way to meet CIMMO's desired image as an established institution.
Usability Testing
To verify if we were on the right track, we conducted moderated usability tests with our target audience of marketing students. Below are some key improvements made based on the feedback:
Moderated
9 users
4 Tasks
Before
Users found it difficult to quickly understand the eligibility criteria to apply for designations.
After
We used concise content and visuals so that users could quickly and easily understand the eligibility criteria.
Before
Users found it difficult to easily see the differences between membership plans
After
We added a concise, side-by-side comparison of different membership plans
Lessons
Key Learnings
Document Scope
Formally document the scope to align the team towards a common goal, prevent scope creep, and ensure stakeholder alignment.
Test when in doubt
When in doubt - test it. It’s a faster and more precise way to get answers when differing opinions arise.
Stakeholder Workshop
Collaborative stakeholder workshops are a fantastic way to kick off projects and document key information.
Document Scope
Formally document the scope to align the team towards a common goal, prevent scope creep, and ensure stakeholder alignment.
Test when in doubt
When in doubt - test it. It’s a faster and more precise way to get answers when differing opinions arise.
Stakeholder Workshops
Collaborative stakeholder workshops are a fantastic way to kick off projects and document key information.
Lessons
Key Learnings
Document Scope
Formally document the scope to align the team towards a common goal, prevent scope creep, and ensure stakeholder alignment.
Test when in doubt
When in doubt - test it. It’s a faster and more precise way to get answers when differing opinions arise.
Stakeholder Workshop
Collaborative stakeholder workshops are a fantastic way to kick off projects and document key information.
Document Scope
Formally document the scope to align the team towards a common goal, prevent scope creep, and ensure stakeholder alignment.
Test when in doubt
When in doubt - test it. It’s a faster and more precise way to get answers when differing opinions arise.
Stakeholder Workshops
Collaborative stakeholder workshops are a fantastic way to kick off projects and document key information.
Looking for someone to join an awesome venture?
Let's Connect
Looking for someone to join an awesome venture?
Let's Connect
Looking for someone to join an awesome venture?
Let's Connect
Lessons
Key Learnings
Document Scope
Formally document the scope to align the team towards a common goal, prevent scope creep, and ensure stakeholder alignment.
Test when in doubt
When in doubt - test it. It’s a faster and more precise way to get answers when differing opinions arise.
Stakeholder Workshops
Collaborative stakeholder workshops are a fantastic way to kick off projects and document key information.