The FDA
How the FDA increased online membership sign-ups by 97%
- User experience design
- SEO
- Client
- The FDA
- Sector
- Membership & unions
- Services
- User experience design, SEO
The challenge
What we were asked to solve
Having recently celebrated its 100th birthday, the FDA is justifiably proud of its long tradition of standing up for managers and professionals in the civil service. Conscious of the need to move with the times while keeping the traditions and values at the heart of its success, in 2017 it began a digital transformation programme and needed help to deliver it. The FDA punches well above its weight when it comes to achieving successes for members, whether through high-profile media coverage or effective pay negotiations. But many aspects of its digital infrastructure were holding it back.
Our approach
Understand, engage, convert
Step 01
Understand
We started by developing a digital strategy ambitious enough to touch every part of the organisation, but flexible and easy to manage. That made it part of the FDA's everyday work, and helped the organisation move swiftly through its transformation programme.
Step 02
Engage
At the heart of the programme was a new website and an upgraded membership onboarding and management system, completed in November 2018. We kept continuous engagement with stakeholders and partners throughout, so the new platform reflected how members and staff actually work.
Step 03
Convert
We kept the user at the heart of every decision, designing a highly effective user experience and optimising it through user testing. Since launch, website visitors have doubled and the number of logged-in members has nearly doubled too.
Results
What changed
- +97%
online membership sign-ups
- +32%
sitewide conversion rate
- 2x
website visitors since launch
