Things to consider and avoid when thinking about digital strategy and UX to meet members' needs online

1. Deeson Member
Communications
Helping businesses and organisations to achieve their goals
through digital solutions, publishing, branding and marketing
communications since 1959.

2. Geoff White
Digital Strategist

3. Making Your Organisation
Fit for Purpose Online

4. Our Approach
• Strategic
• Collaborative
• Focused on outcomes

5. 1. Strategy

6. What does success
look like?

7. Organisational Priorities
• Member retention?
• Member recruitment?
• Member benefits?
• Member engagement?
• Public awareness?
• Internal efficiency?

8. Assessment
• Where are you now?
• Where do you need to be?
• How much is available for investment (ongoing)?
• Set initial KPIs

9. 2. Understand
Your Members

10. Analytics
• Ensure there is a benchmark to measure against
• Understand the most important content currently
• Consider the various audiences
• Understand the context of web usage (e.g.
multiple devices, time of day, leisure/ work.)

11. Surveys/ Focus Groups
• Consult your members
• Ask questions that will provide rationale and
evidence
• Ask questions about digital usage

12. Opportunities to Innovate
• Digital publishing vs print publishing
• Webinars
• Owned communities
• Member to member communication
• Social media (targeted communication)
• Digital assets (e.g. Document libraries,
infographics, premium content revenue)

13. 3. Website

14. Content First
• Have a content strategy
• Less is sometimes more
• How do the users want to view the content?
• Design around the content requirement

15. User Experience
• Usability is vital
• User journeys and context (responsive)
• Personalisation
• Design for interaction (e.g. Forms)
• Consider the conversion

16. Technology
• Content Management
• Integration
• Flexibility
• Open source (e.g. Drupal)
• Consider ‘needs vs wants’

17. 4. Measure & Refine

18. More Analytics!
• Set goals and custom reports
• Measure member behaviour against set KPIs
• Monthly reports
• Ensure all stakeholders are kept informed

19. Improve over time
• Don’t be too reactive
• Refine the user experience
• Evidence based ongoing investment
• Where does future opportunity lie?
• Set new priorities

20. DON’T Make Assumptions

21. DON’T think things will work
perfectly from the start.

22. Be agile and adaptable

23. Committee on Publication Ethics

24. Institute of Economic Affairs

26. Royal Meteorological Society

27. Questions