An effective website redesign strategy helped the Ontario Real Estate Association (OREA) strengthen long-term member engagement.
Web Strategy, User Research, Responsive Web UX Design, Usability Testing, Front-end Development
An effective website redesign strategy helped the Ontario Real Estate Association (OREA) strengthen long-term member engagement.
OREA educates and certifies Ontario REALTORS and provides support and services to more than 70,000 members. That dual role posed a challenge for the Association's website: should training and certification be separate from member services, or should the two sides be presented together? At the same time, OREA faced the perennial problem confronting many member-driven associations of how to communicate the value it offers.
Member and student Personas and user lifecycle showed that despite the two parts of OREA's business, the member experience follows a single continuum. Prospects become trainees, who become certified REALTORS and ultimately OREA members.
Our proposed web strategy and redesign reflected that continuum by unifying the two sides of the site. We provided guidance to OREA’s internal writers so they can generate engaging, on-brand content on an ongoing basis.
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