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With an Association Management System (AMS) that was insufficient for a growing organization and a frustrating website UX, TBI needed an integrated platform solution and a totally remade member content experience.
Ascend designed an intelligent, full-solution game plan for TBI, combining complete tech stack migration, content experience upgrade, and expansive brand refresh.
People visit a website to access content they’re interested in, but how that content is actually served up to users greatly impacts how they will engage with and support an organization. Their experience on your site matters. Is the navigation intuitive? Is content easy to find and use? Did they perceive value from the interaction? Will they come back? Immersive, seamless content experiences compel people to stay longer, dive deeper, take action, and build lasting relationships with your brand.
The Beryl Institute (TBI), a global community of leading healthcare professionals, needed to relaunch their website with a streamlined, vastly improved user experience that mirrored their mission of better patient and human experience for all. Revamping a disordered, cumbersome content experience and evolving from an Association Management System (AMS) they had completely outgrown were priorities for the organization. Through their partnership with Ascend Marketing, TBI successfully deployed an updated, intelligent tech stack that scaled to their needs and created an optimal content experience to engage their growing community.
Senior Vice President & COO, The Beryl Institute
When inferior website UX restricts an organization’s strategies for engagement and growth, it’s time for change. With a frustrating content experience for members and visitors on their complex site and reliance on an AMS system they had outgrown, TBI needed a large-scale website overhaul and a new technology solution to support the site’s purpose. Without the upgrades, major goals for member engagement, retention, and growth could not be met.
Inadequate content experience for their 60K+ members challenged The Beryl Institute’s leadership to rethink their large website’s function, flow, and design, as well as reimagine the possibilities a vastly improved site experience would bring to the organization and its mission. The right solution would require expertise in both advanced site technology and modern UX strategy.
Tech stack reconfiguration: To create a next-generation website for TBI, Ascend’s team first conducted a complete evaluation of existing site function and content experience. Next, a technology roadmap was created that included total migration and data transfer from the legacy AMS platform to an ideal tech stack integrating hosting, sales, marketing, and CMS platforms. Designed to scale and serve the site’s highest purpose, the solution removed barriers to user discovery of TBI’s wealth of high-value content.
Website strategy: In addition to TBI’s technology upgrade, Ascend would undertake a substantial advancement of website UX and the environment in which content is shared. The project included complete website flow assessment to identify strengths and weaknesses, fundamental remapping of the entire site structure to improve performance, streamlining an overly dense content catalogue and buildout of all main + subpage wireframes considering content, layout, and behavior.
Brand evolution: Ascend’s creative team was tasked with redesigning the website’s overall look and feel to align with TBI’s goals for greatly enhanced UX. Comprehensive page designs, templates, and an extensive icon library were created as a foundation for the organization’s marketing and membership efforts going forward. Brand visual identity was also expanded and refreshed prior to site relaunch, accompanied by revised brand and imagery guidelines.
With an optimal tech stack, fully remapped structure and sweeping design enhancements in place to elevate functionality, The Beryl Institute relaunched a large-scale, next-generation website with a transformative content experience to engage and expand their member community.
of leading marketers say personalization significantly contributes to business profitability.
Econsultancy and Google,
Marketing and Measurement Survey
The best website content experiences are seamless, meaningful, and valuable. So much so that visitors keep coming back for more. Well-crafted experiences engage users at each stage of their individual journeys, where they encounter real benefit at multiple touchpoints.
Beyond a typical B2B website revise, The Beryl Institute relied on Ascend’s team of technology, usability and interactive design experts to help them deliver the exceptional content experience that inspires and empowers our human experience in healthcare today.
We’re excited to start the journey with you.
