National & Chapter Site Redesign

The CPCU Society, a division of The Institutes, is an exclusive professional insurance organization that provides thought-leadership, education and networking opportunities to its members. The society has national reach with over 20,000 members and 150+ chapters. In 2012, the online experience was outdated on many levels, from a look and feel perspective to features and functionality and even technology backbone. The organization’s membership was aging and new members were not able to connect digitally in the way that they expected. To complicate matters, the CPCU society is a non-profit organization in which decisions occur at a committee level with buy in from volunteer chapter leaders.

Services Provided

  • User Research
  • Stakeholder Interviews
  • Focus Groups & Surveys
  • Analytics Review
  • Taxonomy
  • Wireframe Design
  • Branding & Identity Design
  • User Interface Design
  • Learn More →

The Challenge

With the goal of increasing member satisfaction and improving engagement, Spark was engaged to lead the redesign of the CPCU Society National and Chapter websites. The website was also being migrated to a new Drupal-based CMS and the CPCU Society needed assistance conceptualizing new features and functionalities that would support the organization’s engagement goals.

What We Did

In order to bring all perspectives to the table and to move forward with a common vision, Spark DSG formulated an experience strategy informed by a series of discovery activities including: Executive Stakeholder Interviews, Chapter Leader Interviews, Members Satisfaction Surveys, a Heuristic Website Evaluation and Competitive Analysis.

From these discovery activities, Spark DSG completely overhauled the CPCU Society online experience through an in-depth taxonomic redesign and new page templates. These new templates supported the outward communication needs of the organization, as well as, easy access to content and events that members were looking for. Teaser content and other motivational techniques were employed throughout the site experience to communicate that access to knowledge and community were primary values of membership.

Perhaps the biggest success of the project was working with development vendors, executive committees and town-hall style review sessions to garner full buy in ahead of launch.

Services Provided

  • User Research
  • Stakeholder Interviews
  • Focus Groups & Surveys
  • Analytics Review
  • Taxonomy
  • Wireframe Design
  • Branding & Identity Design
  • User Interface Design
  • Learn More →

More Work

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