CIPD website redesign

CIPD website redesign project

(Credits: Building Blocks - Digital Agency and web team at the CIPD)

The objective of this project was to create a responsive website that was easy to use, engaging and customer focused.

Screen captures of the old CIPD website

Users said that the site was busy, confusing and difficult to navigate and find what you were looking for. It did not have a responsive design and so could only be viewed effectively on desktop.

The primary navigation felt cluttered and overwhelming with 10 tabs across the top. The labels were more reflective of internal departments rather than being customer centric.

New site structure

For the new site, the primary navigation was streamlined and focused on the journeys of our customers.

New to HR and L&D: On the old site there was no clear section to introduce the profession to career starters. Targeting our career starters and students, there is now a dedicated section where we can describe the HR and L&D profession and the roles involved, provide job-seeking guides and career stories to inspire.

Learn, develop and connect: This section groups together the services provided by the CIPD to help members develop in their careers: qualifications and training; events and networks; career management, continuing professional development and volunteering opportunities.

Membership: Here we split the customer journey. Those new to the CIPD go to the Become a member section to find out about the different routes into membership. Current members go the My membership section where they can find out about upgrading, benefits of membership and the support offered by the CIPD for career development.

Knowledge hub: Here we store all of the CIPD's rich information resources: factsheets, guides, podcasts, and research, survey and policy reports. Content has been grouped by topic first, information type second, to reflect how users were looking for the content.

News and views: This was designed as a new space on the website for the CIPD to project its voice and impact on the HR profession and the world of work.

About us: A detailed area for the institute to describe who we are, what we do and why work with us.

Sitemap

Redesign of the CIPD website

Responsive design:

User testing - feedback

We ran a series of face-to-face user testing interviews to see how our customers interacted with the site, assessing how it made them feel, how easy it was to use and whether the user journeys worked successfully.

This is a word cloud capturing the words used by our customers to describe the new site.