Association for Financial Professionals: Web Site Unification and Redesign

Building a daily resource for treasury and finance professionals worldwide.

The Association for Financial Professionals (AFP) is a membership organization serving 16,000 treasury and finance professionals around the world. AFP provides members with breaking news, economic research and information to keep current in the evolving world of global treasury and finance. AFP also provides members with professional networking, development and training opportunities, as well as public policy representation to legislators and industry regulators.

The Challenge
AFP's leadership team wanted to bring their web site inline with the dynamic and rapidly evolving needs of its members in the global finance industry. AFP needed a firm to develop a strategy and plan for a web site that could support the organization's strategic plans. Experience by Design was hired to reorganize the web site's content, update its look and feel, and upgrade features and functionality as needed to make the site timely, accessible and inline with AFP's goals to increase revenue and serve as a daily resource for finance professionals worldwide.

The Solution
Experience by Design brought a holistic approach to the strategy for the AFP web site redesign. Experience by Design worked with AFP executives, the project team and stakeholders across the organization to define the target audience, strategic goals and business priorities driving the redesign. Experience by Design also reviewed the organization's existing web sites, content assets, strategic plan, competitors and technology platforms to inform the strategy and redesign of the of web site's structure, look and feel, page layout, features and functionality; including the AFP store, conference registration and member sign up and renewal. Deliverables included a site map, functional flows, wireframes, a visual style guide and other work products to inform the design, direct development and support testing during the web site implementation.

The Result
Association for Financial Professionals has a web site that is well integrated, more engaging, relevant and aligned to the organization's business and strategic goals, as well as the needs of treasury and finance professionals around the world.

» Audience Profiling
» Competitive Site Analysis
» Concept Modeling
» Content Strategy
» Information Architecture & Navigation Design
» Interaction & Interface Design
» Graphic Design
» Front-end Engineering and Development


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