Onboarding
Prospective members were dropping out of the application before they finished. I treated onboarding as a series of steps instead of one conversion number, and used behavioral and application data to find where people stopped.
The fix was to explain the requirements before anyone started. The new pages set out who is eligible and listed the materials to prepare before applying, so people knew what was expected of them before they began. I A/B tested them against the old pages on applications and drop-off. Applications went up 14% and application drop-off fell 26%.
Stakeholders wanted the new member experience live quickly, and the technical team wanted the requirements pinned down first. I scoped a smaller first release that met the core user need without dropping anything essential.
The Academy
An e-learning platform on Docebo, launched in 2019, that trains CSR managers and employees on industry best practices. It is one of the main value offers for new members. I chose Docebo because the Academy needed structured courses, a simple experience for learners and room to grow, for a membership spread around the world. 100+ courses, 10,000+ active users, 1,500+ certificates issued.
The platforms
Local Network Hub. The 80+ local networks had no easy way to communicate or share internal documents. I led the Hub, an intranet that gave them one, with 2,000 active users. Local networks wanted to tailor content to their own audiences, while global stakeholders wanted consistency. I chose a shared structure with controlled areas for local content.
Communication on Progress. I redesigned and relaunched the platform 16,000 organizations use to report their progress, improving accuracy, user experience and participation.
Modernizing the stack
- Drupal migration: I replaced an outdated custom CMS built on Ember with Drupal and moved thousands of pages over. Staff could then edit page copy, images, news and resource pages themselves. That cut the digital team's request backlog and left developers free for more complex work.
- AI search: AI-enabled search across databases and content systems, so colleagues can pull past data into their research.
- AWS migration: core databases moved with zero downtime, with staff trained across global teams.
Earlier roles
- Project Coordinator: coordinated delivery across developers, designers and stakeholders, and ran technology for a webinar program with 175,000+ participants a year.
- Digital Consultant: built and supported digital tools, surveys and event tools, including registration and communications for the C4C COP22 High-Level Meeting on Climate Change. I also led a mobile event app for CEO-level forums, and adoption went up 35%.