Disciplines
Brand Audit and Discovery, Digital Strategy, Website
The CHRO Association is the premier global organization for Chief Human Resource Officers and their teams. Its 400 member organizations rely on the CHRO Association website for networking opportunities, practice guidance and expert public policy content. To fulfill its mission, the CHRO Association asked us for a website update that would 1) make it easier for current members to use and 2) entice potential members to join and access gated content.
To inform the redesign, Right Hat conducted one-on-one member interviews, reviewed data analytics and considered the CHRO Association internal team’s needs and resources. Based on our findings, we strengthened the website in two key areas – engagement and customization – while clarifying the overall navigation. On the new site, individual members can create a tailored experience, connect with other members, join specialized cohorts, contribute to surveys, and originate topics and questions for the community through a user-friendly dashboard and portal.
The new website empowers the CHRO Association to deliver personalized digital experiences that adapt to each user’s membership status, interests, and preferences. Built on a modern, enterprise digital experience platform, with direct integrations to the association management platform, it provides more relevant engagement and deeper member value.
Right Hat really listened to our members and internal team. Their insights shaped a website that feels intuitive, modern and true to how our community interacts. It’s already changing the way members engage with us.
Henry Eickelberg, Chief Experience Officer
