Using digital to delight your members

We can all have ‘writers’ block’ when it comes to making impactful, standout creative. At times you may have too many ideas and need help in distilling them down.


Good news is that being creative isn’t just for the creative teams; we all have the potential to deliver powerful solutions with hardworking design techniques, copy and imagery.


So, where to start?


1. Put members first


Your members are key – ultimately, they are the people you are designing your services for. It might sound like common sense, but sometimes we need to remind ourselves of the simplest things.


This means spending time with the people that matter the most. An in-depth understanding of your audience should form the foundations for developing your digital solution and highlight the problems you need to address. This approach will start with pinpointing exactly what it is that you need to understand.


2. Know your foundation


Who are you designing for? Your product will need to secure buy-in from senior management and high-level decision makers, but it is your users who matter the most when it comes to designing a digital solution that delivers. You need to invest time to listen to their opinions, service needs and perception of your brand if you truly want to understand how you can make their lives easier.


Before kicking-off user research, it is worth reviewing the techniques you use and the questions they allow you to ask. Think beyond surveys. There are a wealth of proven, yet unusual methods, such as feature prioritisation matrices or participatory design, that can help you gain valuable qualitative insight.


3. Understand and prioritise


So, it’s all about asking the right questions in the right way. You should not only aim to engage with as many of your members as possible but also to intelligently interpret results. Once you’ve collected your data, prioritisation of the issues that you would like to solve is an important process. This will help you to scope out the next steps of your project.


4. Less can be more


Talk about Minimum Viable Product (MVP). There is no need to wait for ‘the next big thing’ to make you and your members’ lives easier. Experimentation and iteration are ways to reduce risks and improve your Return on Investment (ROI) and if you truly understand your users’ pain points, why wait? Small changes can make all the difference.


Sometimes, all it takes is a change of colour.


5. Profitable change


Removing barriers quickly and efficiently is obviously going to improve member service experience, but that’s not all.


Small projects are less likely to deviate from projected outcomes, which makes incremental processes significantly less risky. And what’s better for generating buy-in amongst senior management than low-risk projects that promise good ROIs?


Furthermore, efficient research processes allow for more resources to be spent on finding creative solutions – enabling you to push innovation within your organisation.


More at our upcoming breakfast briefing



To sum up:


Broad thinking can often lead to broad research and broad projects. The devil is often in the detail for interpreting the best member experience. So, instead, take a focused and incremental approach to defining your project scope and shape it with user research. This can be a more cost-effective route to an impactful solution.


We’d love to give you the opportunity to find out more about how you can deliver an enhanced member experience based on evidence and insight. Join us on 18 September to identify the research methods, analytics and prioritisation techniques your organisation needs.


Luke Holderness, Creative Director at Pixl8, will be sharing his expertise on building websites around user needs at a session that will leave you feeling inspired. Register to save a seat.