Improving resources, certification, and membership experiences for the internal audit industry.
Developing a new vision for the internal audit profession’s digital experience.
My role
I was the product owner and project manager for the website’s redesign. I designed mockups, testing solutions, and user flows to ensure the project met business needs and technical requirements. My role involved collaborating closely with stakeholders and web design vendors, R2i & Rightpoint, to identify and define project requirements and leverage insights from our business intelligence team to create a better user experience for the target audience.
Information Architecture, Project Manager, Strategy, Visual Design, Wireframes
Overview
Position The IIA for future growth and innovation.
The website is the primary entry point and an essential tool for internal auditors looking to stay up-to-date and informed in their field and engage with the profession. The IIA's website is a comprehensive resource for internal auditors, offering a wide range of tools, resources, information on internal audit standards and guidance, professional development, videos, and publications.
Opportunity
There was an opportunity to increase user engagement and improve customer satisfaction by revamping TheIIA.org to evolve from an informational website into a tool for the future growth of the internal audit profession.
The main goals of the website redesign were to enhance user involvement, improve customer satisfaction, and efficiently execute business plans.
Simplified the UI and Design Patterns
Making Content Meaningful
The first objective was to ensure that every piece of content on the website provided value to the user. By doing so, the organization could highlight itself as an expert and advocate of the profession.
Streamlined User Experience
The second objective was implementing a shared user-facing taxonomy for content collections and providing consistent options for advanced search capabilities across the ecosystem. Doing so created a seamless user experience across The IIA’s properties with a consistent, coordinated, and user-focused site structure and design system.
The third objective was to create a website that was easy to use, focusing on providing an intuitive and user-friendly interface. I focused on improving the website's navigation, text hierarchy, and overall design to make it easy for users to find the information they need.
Designed to Be Sustainable and Scalable
Finally, I focused on designing and developing a modular website a small team could efficiently manage in the future. Due to the organization’s non-profit nature, the budget was limited. We needed a solution that allowed swift changes with minimal resources. By doing so, I ensured the website could be sustained and improved over time, allowing The IIA to continue to serve its users in the long run.
Impact
Improved year-over-year user engagement on the website.
Since the launch of the website redesign, TheIIA.org has continued to show growth in user engagement year-over-year. As with any project, there was a period of adjustment and enhancements after launch. However, the website has continued growth in Users, Sessions, and Pageviews. Even better, online registrations have also increased since its launch.
Making Content Meaningful
Ensure that all content delivers value to users, fosters engagement with The IIA, and showcases The IIA as a knowledgeable and influential advocate for the profession.
+64%
PAGE VIEWS
By focusing on the legibility of Magazine articles and improving our taxonomy, we saw an increase in pages/sessions.
-13%
BOUNCE RATE
Analytics showed that the Become a Member page was one of the most visited, yet it had one of the highest bounce rates. By simplifying the onboarding process, we lowered the average bounce rate.
Streamlined User Experience
Streamlining The IIA's digital ecosystem from 15 sites managed by internal and external stakeholders to two, resolving digital and user experience, we saw a +19% increase in new users.
+19%
NEW USERS
Streamlining and improving the digital ecosystem user experience, we increased our new users.
Simplified the UI and Design Patterns
Ensure that all content delivers value to users, fosters engagement with The IIA, and showcases The IIA as a knowledgeable and influential advocate for the profession. By focusing on the legibility of Magazine articles and improving our taxonomy, we saw an +22% increase in pages/sessions.
+22%
PAGES/SESSIONS
By focusing on the quality of our content and optimizing the layouts of our resource pages, we saw an increase of +64% in page views.
Monica Griffin, Executive Vice President, Membership and Digital Experience, The Institute of Internal Auditors
"Brian brings that rare combination of tech insight and digital intelligence with a humble, thoughtful partnership style. No drama, just gets the job done with excellence. He's been a huge asset to our organization!"
Rob Garay, Vice President, Global Marketing, The Institute of Internal Auditors