A three year epic of digital transformation
AusIMM is the peak body for people working in the resources sector. We shape careers, showcase leadership, create communities and uphold standards.
The transformation included a review and update of all systems—with two key focuses being the CRM and CMS, which were both replaced from the ground up.
Optimizely was chosen as our content management platform for its leading personalisation module. This was integrated with Microsoft Dynamics, our chosen CRM platform, to deliver a single source of truth. Dynamics was selected for its versatility and strong feature roadmap.
With our foundational platforms chosen, the focus shifted to designing a leading user experience for the public and for staff.
Challenge
- Disjointed experience between microsites
- Dated IA leading to poor navigation
- Limited personalisation
- Slow CMS
Solution
- Rethink what purpose the website served to customers and what business opportunities it offered to AusIMM
- Merge microsites into the main site
- Identify a new CMS platform suitable for AusIMM’s long term roadmap
My role
- User research
- Information architecture
- Prototyping
- UI design
Results
- Improved customer satisfaction
- Improved navigation
- Seamless experience
- Improved mobile and tablet experience
AusIMM’s digital transformation is the culmination of many brand and technology projects which together deliver a contemporary, personalised experience for users.
AusIMM had customer journeys ranging from membership applications, conference and course registrations, a digital shopping library, Dashboard management, Bulletin news and more. Our audience was just as diverse. A transformation of this scale required an exceptional team, of which I played an integral part for user experience design, project management and more.
With partners locked in for the design and build we commenced a detailed review of website analytics, paired with focus group surveys and competitor analysis.
Working in sprints, we continuously refined and reviewed all aspects of the experience to move piece by piece towards the launch product.
A key goal of the new website was to deliver a personalised experience to users. Optimizely has allowed us to achieve this through metrics such as location, purchase history, on-site browsing history, and user selected interests.
An external audit of the project conducted by PwC highlights the successes of the project:
- The Digital Transformation (DT) project built solid foundations for AusIMM to be more contemporary, with a stronger brand presence; and it significantly uplifted AusIMM’s digital maturity.
- The project has transformed several of AusIMM’s systems and internal processes as well as delivering an enhanced member experience.
- There has been significant improvement in the AusIMM’s financial position and performance… indicating that many of the DT project outputs have had a significantly positive impact on the long-term sustainability of AusIMM.
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© 2024 Samuel Rauert