Prepare The Institute of Internal Auditors for future growth and new ideas.
Developing a new vision for the internal audit profession’s digital experience.
What I found
Outside of certification, Auditors do not see the IIA as an important part of their profession.
Strong but aging base
Customers above 50 account for 80% of loyal customers.
In it for the discounts
Memberships often lapse after certification.
Underleveraged
74% of auditors do not hold a certification.
What I did
I built consensus with stakeholders to solve the problem and worked with researchers to pinpoint the exact cause of the issue.
Information Architecture, Project Manager, Strategy, Visual Design, Wireframes
Opportunity
Become an essential part of an auditor's profession.
Improved year-over-year user engagement on the website.
Since the website redesign, TheIIA.org has seen year-over-year growth in user engagement. Following the launch, there was a time for adjustments and improvements, but the site has continued to grow in Users, Sessions, and Pageviews. Additionally, online registrations have also risen since launch.
Impact
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 VIEWSBy focusing on the legibility of Magazine articles and improving our taxonomy, we saw an increase in pages/sessions. -13%
BOUNCE RATEBy making the onboarding process easier, we reduced 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 USERSStreamlining 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/SESSIONSBy 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