Association website redesign UX
California Insurance Wholesalers Association

Association Membership and Ecommerce Website Redesign

Fairfield, California

The Challenge

Mixed messages and disorganized interface

We partnered with a fellow marketing agency to redesign this association website, which was out-of-date and disorganized. Not only did we boost the main revenue driver—getting more members—through strong messaging, but we also implemented new technology to improve the overall user experience to make member management and ticket purchasing for events a breeze.

The Strategy

UX, Website Redesign, Ecommerce and Event Integrations

After holding a brand consulting session with their primary marketing company, we committed to a ground up rebuild of this membership website, together with implementing e-commerce gateways and ticketing (Woocommerce) for their events.


We first developed a user flow document to break down the public versus members-only areas, including various user levels and access points, backend site management and reporting interface, communications from both the member portal and the shopping cart, and all public-facing sales and informational content.


We also organized the content-gathering process to facilitate the build.

We augmented the content with engaging photos, fonts, and testimonials; implemented all best practices for SEO and link-building; and structured the content for readability and visual appeal.


Through structure and organization, we better defined the value of membership to entice industry leaders to join. We also built in a number of secure online forms to improve interactivity and create a rich user experience, replacing the former manual entry from PDFs.

And for the first time in the organization’s history, users can now pay dues and purchase tickets for events via the website. Using trusted software solutions, we designed and customized a system that is integrated with a prebuilt mobile app with QR code scanner for check-in during the event, which then feeds back to the management dashboards and into each member’s record.