In the constantly evolving realm of digital experience, one pressing question emerges: Are we clinging to outdated paradigms in our approach to designing member experiences?
Let’s acknowledge it: website design and publishing technology have seen mostly incremental improvements over the past two decades, and these advances have contributed to user experiences that provide value and relevance to members. Still, modern websites remain largely optimised around organising and presenting large amounts of content.
At the same time, current website-first trends are showing signs of age and may be holding us back from meeting evolving member expectations. Today’s members are impatient. They want what they want, when they want it, wherever they are.
We do not lack Technology
But here’s the thing: it’s not a lack of technology holding us back. Instead, we’ve become so accustomed to current norms and conventions that we seldom pause to assess whether they still effectively serve our members.
Ask yourself: Have today’s websites reached the pinnacle of human achievement? Will what we’re doing today remain relevant in 5 years?
New technologies and advancements in our existing systems are reshaping how we engage with members. Integration with CRM systems and member data opens up possibilities for personalised experiences. Mobile apps provide instant access to value, catering to users wherever they may be. AI is transforming search experiences, making knowledge more accessible than ever.
Given these possibilities, is it time for a re-evaluation?
Imagine starting afresh, unencumbered by what amounts to 20+ years of website design legacy. Would we still prioritise highly organised websites with intricate information architectures? Or would we adopt a more fluid, resources-on-demand, mobile-centric approach?
The Website-First Era is Over
Our users have moved beyond what a website-first approach can deliver. They desire seamless experiences across devices tailored to their needs. “App-first” or “app-only” solutions are gaining momentum, offering users immediate access to personalised services, content, and connections.
We need to adjust our strategies for engagement to match the changes in the current landscape. Personalisation and the “efficiency of the experience” are no longer optional.
Now is the time to shift our focus towards prioritizing mobile apps, rather than treating them as afterthoughts. A mobile app-first approach enables us to center our efforts on the member experience – conveying the value of their membership WHERE and WHEN they want to engage with us.
Member Experience Reimagined–From the Ground Up
Essentially, it’s about reimagining the member experience from the ground up. What do users truly value? How much time are they willing to give you before they turn their attention elsewhere?
Websites, Mobile Apps, CRM/Data, LMS, and the list goes on. How can we leverage all of these technologies to serve our members’ needs better?
We need to address these questions as we navigate through the constantly evolving digital landscape. While website-centric thinking may have served us well in the past, has the time arrived to explore new possibilities?
Thought exercise: If I was starting with a completely blank slate, where would I center the experience? Would I entertain the idea of mobile first design? Is it possible, the mobile device is where membership value is surfaced first, and an entry point for the rest of the digital experience?
Today’s convergence of technologies presents an opportunity to completely reimagine the member experience. By challenging outdated assumptions and embracing a user-centric approach, we can create a next generation member experience. We CAN break free from the status quo of how things have been done for as long as we can remember.
It’s time to rethink. It’s time to innovate!
RD Mobile’s solutions power in-person, online, and hybrid events as well as year-round member networking and engagement – on both mobile and desktop devices.
Contact us today to hear success stories and learn how RD Mobile can quickly and affordably power your in-person, online, or hybrid event or year-round member engagement.
Leave A Comment