Association Case Study
UX Strategy → CMS-Structured Member Journeys
Overview
During an association’s migration to a new CMS (Optimizely), member-facing digital experiences were being rebuilt across the site without a consistent user experience framework to guide page structure. At the same time, the organization was advancing a New Member Journey initiative intended to better support onboarding, engagement, and long-term certification pathways. These parallel efforts created a critical opportunity to align experience strategy with implementation at the CMS level.
As UX Lead, I translated the objectives of the New Member Journey into reusable information architecture patterns that could be applied across member-facing pages during migration. Rather than allowing campaign, certification, and advisory content to be reassembled in a content-first manner within the new platform, I introduced a CMS-aware wireframing approach that structured page sections around user intent and progressive disclosure.
This methodology enabled marketing and business teams to author pages in Optimizely using experience-led sequencing, improving consistency across onboarding, certification, event, and advisory journeys. Section-level wireframes were developed to guide the rebuild of key experiences and establish a shared structural logic for how member pathways should be expressed within the CMS environment.
The resulting patterns improved clarity during page build, reduced variability across in-market experiences, and helped ensure that the migration to Optimizely supported—not disrupted—the member journey.