The work covered both halves of AICD's digital estate: the public-facing website that recruits new members and positions the institute as the country's authority on governance, and the member portal that delivers the value the membership pays for.
The two sides of that estate have to do very different jobs. The public site is the front door — its readers are prospective members, journalists, regulators, and the broader corporate community.
It has to be authoritative, navigable, and unmistakably the source of record on governance in Australia. The member portal sits behind that door. Its readers are practising directors — time-poor, senior, intolerant of friction. Every screen has to earn its place in their week.
We worked alongside our technical partner across the full customer experience: information architecture, identity expression in the digital environment, content strategy, course and event discovery, member personalisation, and the handover moments between public site and authenticated portal that members move through dozens of times a year.
Underneath the design work was a single strategic question. In a category where every regulator, consultancy and university now offers governance content for free, what makes a member-only experience worth paying for? Everything followed from how the team chose to answer that.
Ian Howarth
March 13, 2018
WORK - Ótimo partner with ASX to deliver a Digital Identity and Creative Vision
