UX design & strategy
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CARP.CA website
With over 320,000 members, CARP (Canadian Association for Retired Persons) is Canada’s largest advocacy association for older Canadians. Its mission is to advocate for better healthcare, financial security, and freedom from ageism.
Their website was not meeting the client goals in converting visitors to members.
Client needs
As the existing site was performing poorly, the client requested us to "go into this blindly, having not been extensively exposed to the CARP.ca brand." This website is meant to be a source of acquisitions of new members for CARP and they wanted the experience to be exactly as it is for you, with "honest and forthright assessments."
Services provided
UX Analysis
Review unique business goals
Assess key market competition.
Identify & refine key user personas.
Review user feedback.
Review both the public and member facing elements of the system.
Process engineering
Review all primary user process flows and identify any bottlenecks.
Implement process improvements across all key user personas to ensure business goals and objectives are being met.
Information architecture
Evaluate and re-engineer the overall navigation structure for the system, condensing layers and removing additional steps.
Process & deliverables
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Project outcome
As the existing site was performing poorly, the client requested us to "go into this blindly, having not been extensively exposed to the CARP.ca brand." This website is meant to be a source of acquisitions of new members for CARP and they wanted the experience to be exactly as it is for you, with "honest and forthright assessments."