The Concept

Improve the value CSHA members receive from the website.

The California Speech-Language and Hearing Association (CSHA) sought to improve its online presence to better engage members and facilitate access to services, increasing annual member retention. The project focused on two main objectives: site usability and new service offerings.

The primary focus was to improve the usability and organization of site navigation and content in order to highlight current services, sponsors, and seminar events. Each member would have login access to a backend portal tied to one of nine California districts. Using the login feature, members could register for educational events, connect with other members, and stay up to date on trends within the profession. In addition, the organization wanted to highlight its annual state convention as its flagship event, which was key to providing continuing education opportunities and introducing new members, sponsors, and students to the organization.

The second priority was to develop two key features: a job listing board and a scholarship application system. For both visitors and members, it was important that CSHA be seen as a source of strong job opportunities throughout the state. The scholarship program also gave CSHA an opportunity to engage students early in their careers by providing professional resources and networking opportunities, demonstrating the value of membership in the organization as they transitioned into the profession.

The Result

Increased member satisfaction through better usability.

The organized content and branded theme was delivered featuring the new job listing section and scholarship application program, which improved member satisfaction and user engagement via CSHA's online presence. The use of visually styled content organization and improved access to services resulted not only in improved member satisfaction, but also increased convention attendance. The following year's annual convention turned out to be the highest attended in the organization's history leading up to that date.