COUNTRY
DURATION
YEAR
Institute of Directors
Website Redesign
UK
2 month
2018
The Institute of Directors (IoD) is a British professional organisation for company directors, senior business leaders and entrepreneurs. It is the UK's longest running organisation for professional leaders, having been founded in 1903 and incorporated by royal charter in 1906.
MY ROLE
UX Designer
WHAT I DID
Research
User Interview
Design
Usabiliity Testing
Design Review
OUR TEAM
Business Analyst
Project Manager
UX Designer
Developer
PROJECT BACKGROUND
Despite IoD's esteemed reputation and the high caliber of its membership, an analysis revealed a significant issue: a lower-than-expected number of event bookings by its members.
This shortfall in bookings was identified as a critical area needing improvement to ensure IoD's events reach their full potential in terms of participation and impact.
GOAL
As the lead on this project, my primary focus has been on revamping the booking system to enhance user experience and streamline the process. The key objectives are:
Enhancing Event Details Presentation
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Providing comprehensive and visually appealing event descriptions, including speaker profiles, event agendas, and benefits of attendance.
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Using high-quality images, icons, and infographics to make event details more engaging and easier to digest.
Streamlining the Booking Process
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Redesigning the booking interface to be intuitive and user-centric, ensuring that members can easily navigate through the system.
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Simplifying the booking steps to minimize the number of clicks required to complete a reservation. This includes implementing features like autofill for member details and a one-click booking option for repeat attendees.
Incorporating User Feedback
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Conducting user research and usability testing to gather insights from IoD members, which inform continuous improvements to the system.
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Regularly updating the booking platform based on feedback and analytics to address pain points and enhance overall user satisfaction.
RESEARCH
The first step in the project was to conduct thorough research to understand the current booking system and identify areas of improvement. This included:
Data
Analysis
Reviewed historical booking data to thoroughly analyze and identify significant patterns and emerging trends in member behavior. This analysis helped in developing targeted marketing strategies to enhance member engagement and retention.
Competitive
Analysis
Analyzed booking systems of similar organizations to benchmark against industry standards and identify best practices. Our analysis included platforms like GetYourGuide, Airbnb Events, Ticketmaster, Eventbrite, and Meetup
Stakeholder Interviews
Engaged with IoD staff to understand their perspectives on the current system and gather insights into operational challenges. Collaborated closely with team members to develop strategies for addressing identified issues and improving overall member experience.
COMPETITIVE ANALYSIS
The analysis of competitors provided key insights for redesigning IoD's booking system.
GetYourGuide's intuitive search and filtering, along with detailed event pages, make finding and choosing events easy and informative. Airbnb Events excels with personalized recommendations and a streamlined booking process that enhances user satisfaction. Ticketmaster's seamless calendar integration and dynamic pricing encourage more bookings and reduce no-shows. Eventbrite's social integration and mobile optimization increase event visibility and ensure a smooth user experience. Meetup's community-building features and user-generated content foster repeat engagement and diverse event options.
These insights guided the redesign of IoD's booking system to include intuitive search, rich event details, personalized recommendations, a streamlined booking process, seamless calendar integration, social integration, mobile optimization, and community-building features.
USER INTERVIEW
To gain a deeper understanding of the user experience, I conducted interviews with a diverse group of IoD members. The aim was to uncover pain points and gather suggestions for improvement. Key findings included:
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Members found the current system cumbersome and difficult to navigate.
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Event details were often insufficient, leading to uncertainty about the benefits of attending.
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The booking process required too many steps, leading to frustration and abandonment.
DESIGN
Based on research and user interviews, I redesigned the booking system to address key pain points and enhance the user experience. The new design features enhanced event details with comprehensive descriptions, speaker profiles, agendas, and benefits, supported by high-quality images, icons, and infographics.
The booking process is streamlined with an intuitive, user-friendly interface, fewer clicks, autofill for member details, and a one-click booking option for repeat attendees.
Personalized experiences are achieved through customized event recommendations based on member profiles and past attendance, along with a centralized member dashboard for viewing upcoming events, past bookings, and recommendations.
USABILITY TESTING
Usability testing was conducted with a select group of IoD members to identify any issues and gather feedback. Members completed tasks such as finding an event, viewing event details, and completing a booking. Feedback on challenges and suggestions for improvement was collected, and performance metrics like time on task, success rate, and user satisfaction were recorded.
Iterative refinements were made based on test results, and the updated design was approved by IoD stakeholders. The final design aligned with IoD's brand guidelines and significantly improved the user experience. Post-launch surveys showed that 78% of users found the new system more user-friendly and efficient.
The redesigned booking system increased event participation rates, improved member satisfaction, and strengthened IoD's reputation as a modern, member-focused organization. These improvements helped IoD better support and connect business leaders, fostering a more engaged and active membership community.
OUTCOMES AND IMPACT
1
Increased Event Participation Rates
by making it easier and more appealing for members to book, event attendance increased by 43.6% over a four-month period.
2
Improve Member Satisfaction
by providing a seamless and efficient booking experience. Post-launch surveys indicated that 78% of users found the new system significantly more user-friendly and efficient.
3
Strengthen IoD's Reputation
as a modern, member-focused organization that values and incorporates user feedback. Some users mentioned that being involved in the improvement process brought significant value to them.
