< Back to Our work

An enhanced member journey for the Chartered Institute of Public Finance and Accountancy

Situation

The Chartered Institute of Public Finance and Accountancy (CIPFA), is a UK-based membership organisation and standard-setting body for accountants who work in the public sector, accounting firms and other professional bodies that manage public funds, with international reach. Alongside standards and policy, CIPFA offers a range of qualifications, training, events and services to its members and prospective members as a thought leader in public sector financial management.

In late 2021 CIPFA had gathered anecdotal evidence the training purchasing journey was not as effective as it could be. They wanted to create an evidence base for where the experience was falling short and a clear understanding of the content and design changes required to improve it. They approached Curio to carry out a user research project to explore pain points on the training purchasing journey and redesign an ‘ideal state’ training discovery and booking journey.

Our approach

We used a range of techniques to understand user needs, pain points and perceptions of the current website. We started with an analytics review to create hypotheses for the most common user journeys taken by training purchasers and user behaviour on the site. This helped inform a draft script for semi-scripted interviews with members and non-members who had purchased training in the past, either as individuals or for their teams. These interviews included a moderated card sort exercise to help improve how existing courses, training and events were grouped and labelled on the website.

This enabled us to map future, desired-state user journeys and make improvements to the information architecture and key messaging across training content. We also created low-fidelity designs for new landing pages to be used for training discovery and booking. We remotely tested the designs with CIPFA subscribers and refined the messaging, page layouts, navigation and training categories based on participant feedback. We then handed over the page designs to the CIPFA development team to build. The new designs provided a simplified course catalogue, with more consistent labels and reduced page depth to enable site users to quickly find the information they needed.

Result

During the user research, it became clear that the insights from this project could be built on to improve the structure not only of the training section, but all sections of the website. We sought to build on the outputs of the training project through efficient, targeted user research activities to fill gaps in our knowledge and enable us to create a draft information architecture to test for the whole CIPFA website.

We interviewed CIPFA staff working in marketing, networks, communications and customer services to understand their perspective on how members interacted with the content and aspirations for the website. We also supplemented the earlier member interviews with additional moderated user testing sessions to fill gaps in our knowledge of other CIPFA audiences.   

Following this, we drafted an information architecture (IA) and remotely tested it through a tree test. Participants were set a number of tasks where they were instructed to show where they felt specific pieces of CIPFA content were most likely to be located. We tracked the directness of user journeys, time taken and the preferred location for content within the draft IA.

Based on feedback from the testing, we refined the IA and shared this with CIPFA for future implementation. The testing and user research in both projects highlighted that there is a great deal of useful content across the CIPFA website, but site users needed clearer signposting and labelling, alongside more direct journeys to be able to fully benefit from the wealth of content and services provided.

Having worked with Curio on several projects I must commend their insight, expertise and professionalism. As a client we are not always sure what we want or need. Fortunately, Curio's ability to listen, digest and transform our ask into a tangible project with high-quality outputs is a valuable skillset. The projects are always run collaboratively and efficiently, with the result being outputs which support our business objectives.

Tim Fenton, Digital Experience Manager, CIPFA

about the writer

Chloë Threadgold

Senior Consultant & Curio Course Hub Product Manager

Chloë works across a range of digital projects including user research, content and marketing strategy. She has led and worked on an array of projects across marketing and content strategy, user testing and prototyping, qualitative and quantitative research for international charities, the NHS, corporations, membership associations and education institutions. Chloë joined Curio from a digital agency specialising in the higher education, not-for-profit and membership sectors, where she provided strategic advice on content, brand, UX, analytics, technology and digital marketing. Prior to this, she worked as a qualitative researcher for an agency specialised in connecting brands with women. Clients value her ability to thoroughly interrogate organisational and user needs to come up with creative, evidence-based solutions to their challenges.  Learn more about Chloë
Talk to Chloë about:
  • Application development
  • Data, analytics and learning
  • Learning technologies
  • Marketing and sales
  • Online teaching and learning
  • People and capability
  • Service design
  • Strategy
  • User experience design
Contact Chloë on:

P:

LinkedIn
about the writer

Oliver Wedd

Senior Designer

Oliver has over ten years experience in graphic, multimedia, and animation design through work with universities and creative agencies. Known for his love of visual systems he has designed interfaces for the education sector, concepts for global consumer brands, he has a keen eye for animation and bringing delight to users. Learn more about Oliver
Talk to Oliver about:
  • Digital media production
  • User experience design
Contact Oliver on:

P:

LinkedIn

More of our work

Custom Canvas template for University of Sydney’s Arrivals Program

The University of Sydney has seen incredible results from the International Arrivals Program since its launch. A dedicated Arrivals Program team, supported by a multitude of stakeholders across the University, Study NSW, NSW Government, and FCM Travel, have worked tirelessly in a continuously changing environment to ensure that students receive the support they require as Custom Canvas template for University of Sydney’s Arrivals Program

A flexible, market-facing storefront for Phoenix Australia

Phoenix Australia deliver world-leading mental health and trauma training, programs of research and knowledge translation. Demand for Phoenix’s training increased significantly after Australia’s devastating bush fires over the 2020-21 summer season, before increasing again as Covid-19 hit. With all training delivered face to face, Phoenix sought to rapidly move online to meet demand at this critical time across the country.

Uplifting the Canvas environment for the Howard Hughes Institute

The Howard Hughes Medical Institute is a not-for-profit philanthropic research and teaching organisation which aims to develop individuals in the sciences sector to achieve advances in the sciences. Howard Hughes was looking for support to develop their Canvas LMS, to improve the presentation of their brand in the market and ensure that they had the Uplifting the Canvas environment for the Howard Hughes Institute

Re-designing law courses for online learning in collaboration with subject matter experts

As a partner with one of Australasia’s leading universities, we are consistently providing our expert services to create excellent learning experiences for students to gain industry-specific knowledge and practical skills. We collaborated with this institution to combat their problem of insufficient availability of academic and learning design resource to support and translate the common discursive experience of a law course into an asynchronous online course.

A strategy to grow educational offerings into international markets for APA

APA is Australia’s professional physiotherapists’ peak membership body and delivers a large portfolio of education and CPD to physiotherapists, including online products. APA sought to explore the opportunity to expand its education offerings to international physiotherapists to increase revenue to reinvest in member value in Australia. APA engaged Curio to: Assess APA’s unique strengths and A strategy to grow educational offerings into international markets for APA

A high quality learning experience for education students at Santa Clara University

Santa Clara University’s School of Education was working on a new online version of its Masters Programme in Teaching to be launched in the fall of 2023. This programme is being produced in response to the growing demand for a flexible option for students wishing to study and to receive a teaching credential at the A high quality learning experience for education students at Santa Clara University

A fully customised and robust Canvas template for Auckland University of Technology

Curio worked closely with the AUT Learning Transformation LAB (altLab) to design a robust, user-friendly Canvas template to roll out during the LMS migration to improve the user experience. 
Together, we developed a detailed brief of requirements for the template and identified common elements that would be used across faculties and departments. The aim of the template was to provide a consistent look and feel across all courses with sufficient flexibility to cater for the wide range of courses offered by AUT. 

A user-friendly CMS for The Institute of Positive Education

The Institute of Positive Education is an initiative by Geelong Grammar School aimed at improving student wellbeing. Curio Digital worked with the Institute to co-design the Positive Education Enhanced Curriculum (PEEC) portal. PEEC is a research-based explicit Positive Education curriculum that has been developmentally sequenced from Early Learning (age four) through to Year 12.

A high quality learning in experience in Moodle for London School of Economics

The London School of Economics came to us with the problem that the students on their international programmes were not using the virtual learning environment (VLE) as much as they would have liked. Much of the time the learners would be on the portals provided by local teaching institutions who taught the courses. Feedback was A high quality learning in experience in Moodle for London School of Economics

Creation and delivery of nanoMOOCs hosted in Canvas

The Assessment Research Centre (ARC) is a leading research unit, with a focus on improving assessments, reporting, and credentialing in universities and industry. Through a program of research, commercialisation, teaching and engagement, the Centre aims to solve challenges that face education and training providers. Part of this work involves the creation and delivery of nanoMOOCs, Creation and delivery of nanoMOOCs hosted in Canvas

Employability micro-credentials for Australian Technology Network

In 2021, Curio successfully designed and delivered a collaboratively career-focused course comprising three micro-credentials to each of the six institutions. “Designing your Future” commenced as a collaboration with Stanford University and Curio successfully designed and developed an online opportunity available to thousands of students.

Embedding the personalities of educators and an effective social learning model into an online course

Curio partnered with a Group of 8 university, who were moving their hugely successful foundations course in Cyber Security to the online environment. The academic leads had effectively embedded a social learning model where students co-created and shared a “class textbook”, security tips and case studies that built upon content covered in lectures and readings. They sought a partner who could embed the enigmatic personalities of their academic leads and effective social learning model into the new delivery mode to reach their students across the globe.

An online transformation for RMIT’s MBA programs

RMIT’s College of Business and Law wished to update their offerings in response to whole-of-university changes to blended learning. The College of Business and Law approached Curio with the challenge: “How should we change our MBA to embrace blended learning opportunities?”. 

Expert online tutors for the delivery of Data Science postgraduate programmes

One of the UK’s well-known universities for being a key player in world-leading research activity approached Curio to help them overcome the staff shortages they faced when delivering their master’s programmes in Data Science and AI. Delivering the resource to scale The university saw a rapid increase in student enrolments in both their Data Science Expert online tutors for the delivery of Data Science postgraduate programmes

High-quality micro-credentials for a leading technology university

In 2020, we partnered with a leading technology university on a pilot project to develop a series of micro-credentials and provide expertise on the design and development of their micro-credential ecosystem. The credentials enable the delivery of high quality, stackable postgraduate micro-credentialled content online, each representing 30 hours of learning. They focus on various themes High-quality micro-credentials for a leading technology university

Quality and success in Online Learning and Teaching​

In 2016, Curio Faculty helped a Melbourne university launch their own separate online university by providing a flexible online teaching offer that could scale with demand.​ Today, Curio Faculty Services provides the Client with a dedicated, experienced team of 300 adjunct academic and industry specialists engaged on an as- and when-needed basis. Approximately 85% are Quality and success in Online Learning and Teaching​

Boosting Student Employability

Career development learning (CDL) encourages students to develop their career ambitions through reflection and through participation in career-related activities such as work-integrated learning. The literature recognises the benefits of incorporating CDL into university curricula, but institutions often struggle to create materials that academics can adapt and incorporate into existing programmes Edith Cowan University (ECU) partnered Boosting Student Employability

An enhanced member journey for the Chartered Institute of Public Finance and Accountancy

Situation The Chartered Institute of Public Finance and Accountancy (CIPFA), is a UK-based membership organisation and standard-setting body for accountants who work in the public sector, accounting firms and other professional bodies that manage public funds, with international reach. Alongside standards and policy, CIPFA offers a range of qualifications, training, events and services to its An enhanced member journey for the Chartered Institute of Public Finance and Accountancy

Kids First Stand Up! program

Kids First is an independent child and family services provider and early education specialist. Their vision is for all children and young people to thrive in resilient, strong and safe families and communities. Stand Up! is a face-to-face, facilitated experience for students over four sessions. The program is so popular it was difficult to further Kids First Stand Up! program

A new digital ecosystem for a leading accountancy professional body

We worked collaboratively with a leading accountancy membership body to develop the future state vision of their digital learning ecosystem. Their new vision placed members and their personal learning journeys at its centre. The organisation was in the process of shifting to a new direction in professional development and embracing digital technologies to create unique learner experiences. ​

An enhanced content experience for students and staff worldwide

The University of Nottingham is a public university with campuses across the UK, China and Malaysia. The University of Nottingham’s Quality Manual contains the University’s policies and regulations across each of its campuses. With a number of content editors across different schools and departments, the structure and contents of the manual had become unwieldly and An enhanced content experience for students and staff worldwide

Optimising Online Learning Designing for the University of New England

Until recently, the university experience was primarily centred around face-to-face interactions, with online learning management systems underutilised, functioning mostly as repositories for lecture slides and reading materials. The University of New England has long remained an outlier in this landscape, specialising in distance education for over 70 years. However, accelerated by the COVID-19 pandemic and Optimising Online Learning Designing for the University of New England

Enabling carbon literacy among students at the University of Leeds

Leeds University Business School is committed to embedding and promoting sustainable practices both within the school and in wider society. The school sought to create high-quality online carbon literacy training for its students and the wider community at the University of Leeds. Academics at the university had the expertise and partnered with Curio Group to Enabling carbon literacy among students at the University of Leeds