The challenge
CIPFA had anecdotal evidence that people were struggling to discover and purchase training. That indicated a problem but didn't show where the journey failed or which change would improve it.
The organisation needed evidence from behaviour and members before committing development effort.
The approach
Curio combined analytics review with semi-structured member interviews and moderated card sorts. The findings informed low-fidelity concepts for training discovery and booking, which were tested with subscribers and refined before handover to CIPFA's development team.
The work later expanded into an information-architecture project for the full website, incorporating staff interviews and remote tree testing.
What Curio delivered
- Analytics review of the purchasing journey
- Member interviews and moderated card sorts
- Journey findings and priority problems
- Low-fidelity landing-page and booking concepts
- Usability testing with subscribers
- Refined designs for internal implementation
- Staff research and remote tree testing
- A proposed information architecture for the wider CIPFA site
The impact
CIPFA gained tested designs for a clearer training journey and an evidence-led structure for future improvement of the wider website.
