SELECTED WORK
Insurance Institute of Canada
Learning is demanding enough. Finding your way shouldn’t be. Simplifying a digital experience for members and students.
Project overview
I contributed CX/UX strategy, requirements gathering, and experience design at Akendi, including multiple stakeholder workshops with 20 participants.
The challenge
Make a complex institution feel simple from the member’s point of view.
The Institute served more than 41,000 members, including over 18,000 active students, across multiple institutes, chapters, programs, services, and resources. The redesign needed to make services easier to find and use, alongside improving the visual experience.
My role
Bring member needs and goals together.
I contributed to CX/UX strategy and experience design at Akendi, gathering requirements and working through organizational priorities in multiple workshops with 20 stakeholders.
How we worked
Organize around what people came to do.
Research, interviews, journey mapping, and personas helped clarify member goals, contexts, and information needs. That evidence informed information architecture, responsive UX, content, and web style guides, personalization, and usability testing.
What changed
A more useful path through learning, services, and support.
The experience was structured around user intent so members and students could explore, learn, purchase educational services, and find support without needing to decode the organization first.
Reported impact
A simpler way to serve members.
Akendi reports that the new website met the Institute’s strategic goals and created a more satisfying, seamless experience for existing and prospective members, while leaving room for future enhancements.
Methods and supporting detail
Multiple workshops with 20 stakeholders established requirements and organizational priorities. Research, interviews, journey mapping, and personas clarified member and student goals; the evidence informed information architecture, responsive UX, content, and web style guides, personalization, and usability testing.
Research and experience methods
20-stakeholder requirements workshops · member and student research · journey mapping · personas · information architecture · responsive UX · content and web style guides · personalization · usability testing