BIMA website

An intuitive platform to drive membership and engagement

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The challenge

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 to confidently grow its member network.

The approach

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:

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.
We also 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 web design.

The results

Despite the Covid-19 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.

“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