A web design project to create a more intuitive experience, improving website engagement for BIMA members.


BIMA is the British Interactive Media Association, operating as a not-for-profit industry body representing the digital industry in the UK. BIMA is a membership organisation primarily made up of digital agencies.

The website (built using Sitecore) was causing issues for both users and BIMA staff. It was particularly difficult to find key resources and the application to become a member was overly complicated. BIMA needed a more intuitive platform for member networking and promoting their own businesses in order to confidently grow its member network.


The BIMA website had various organisational problems to contend with and it took a number of site map iterations to work through.

We had two key considerations:

Firstly, How a potential new members journey might play out, learning about the membership options then proceeding to application. Using a tabbed question and answer style approach, we were able to streamline this into one page and shorten the application process.

Secondly, we required easy to administer membership profile pages for both companies and employees or individual members. We created 55 pages as a clickable prototype and tested this with stakeholders, to validate the optimal member journey, before proceeding to design.


Improving website engagement – Despite the Covid-10 pandemic, so far so good. The website has seen a 25% increase in use but importantly BIMA are seeing more page engagement and a much lower bounce rate.

Rachel said, “The team at Think Design were fundamental to this project. They guided us throughout the design process, at all stages providing us with creative concepts on time. It was a difficult project, which grew substantially as we progressed. The team managed the changes brilliantly. I had total trust in the team and they delivered. I would recommend Think Design for any web project but particularly for a membership organisation that has many stakeholders.”

Rachel Johnson
Marketing Director, BIMA

View the BIMA website.

Improving website engagement with a responsive and intuitive website Design

Website user journeys Improving website engagement

Web design audience personas Improving website engagement

Ipad search function website screen, improving website engagement

BIMA web design member profile page, improving website engagementBIMA web design member profile edit pageBIMA web design example updated profile page BIMA website profile page adding LinkedIn accountCompleted BIMA website profile pageSelecting your specialities on the profile pageMeet the team on the profile pageEdit your awards on the profile pageEdit your clients on the profile pageEdit your sectors on the profile pageEdit your team on the profile pageAn intuitive web design menu screen, improving website engagement

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