CIPD's Digital Transformation: Crafting Connected Customer Experiences
INDUSTRY
L&D, HR
CLIENT
CIPD
STRATEGY
Discovery workshops
Iterative Design
User Journeys
User testing
OUTCOME
Design System
Consumer-facing Website
Digital Accessibility - WCAG AA
TOOLS
Figma
Miro
In A Nutshell
CIPD initiated a comprehensive transformation of their customer transaction platforms to improve member experience, streamline operations, and enhance digital accessibility.
CIPD's fragmented digital platforms and complex user journeys force members to navigate multiple systems for basic transactions, resulting in high customer service costs.
The lack of self-serviceability and accessibility features generates 11,000+ support inquiries yearly, creating barriers to member engagement and operational efficiency.
The Challenge
Design Strategy
Several discovery workshops were conducted to gather stakeholder insights, identify pain points, define requirements, and define strategy and key aspects of the Customer Transformation Project.
Led the design process to draft early wireframes and flows to gather feedback from stakeholders, designers and users.