The challenge
With 160,000 HR Professionals as members, the CIPD struggles with disconnected digital experiences, leaving valuable content hidden from the very people who needed it most. Internally, multiple complex systems and platforms, and siloed departments, made it difficult to deliver consistent, measurable growth.
The approach
We led a full experience optimisation programme, grounded in deep customer journey mapping, to unify brand, and UX across every member touchpoint. At the same time, we supported a shift toward a more customer focused culture, aligning teams around shared goals and embedding more collaborative ways of working.
The commercial impact
The result? A cleaner, faster, more coherent experience and a major step forward in the CIPD's EO maturity journey:
Increased dwell time as members engaged more with content.
Better content discoverability and self-service.
Streamlined infrastructure.
