New website based on members needs for The IMI

The previous IMI website was confused in its role, the navigation had grown organically and had fallen victim to different departments within the organisation instructing their own web presence. All resulting in confusing user experience for all audiences across the automotive sector. We tackled this problem via a 9-week discovery phase where I lead on UX workshops to discover the audiences, their key goals and issues. All while changing the clients perspective to a user-first approach, helping modernise their use of digital. The discovery phase helped us create 4 key personas for MVP, customer journeys, new user flows for key goals, a new information architecture and user survey to help us test assumptions. This progressed into mobile-first wireframing and design that would help engage a younger audience but not alienate a large portion of their current audience. We combined 7 websites into a single web presence and re-structured their website with a primary goal of acquisition but without losing the need to deliver specific content to current members of the organisation.