The KCA needed a strategically redesigned website to help it effectively engage with its current and future members, drive awareness and donations, and provide an excellent user journey for multiple target audiences with varied and specific needs. It also needed to appeal to a general audience that looked to the association for industry and educational knowledge.
Zipie conducted internal and external stakeholder interviews to identify key strength’s and opportunities and effectively understand the different needs and goals for each user. Based on our findings, we developed a design strategy with the needs of each target audience in mind. Zipie developed user journeys with engaging content that allowed each audience to create a personalized experience that reinforced the connection with the association. We continued to conduct user experience testing throughout the architecture and design phases to help with site organization, functionality and overall content development.
Zipie launched the Kentucky Coal Association website in 2018 just before their annual meeting, which the KCA received the most attendance its received in several years. The success has been contributed to the new site and the increased digital efforts driving engagement and enrollment for the meeting. The new site continues to receive positive feedback from its members and KCA has seen an increase in membership.