CIPFA had anecdotal evidence that people were struggling to discover and purchase training. That indicated a problem but didn't show where the journey failed or which change would improve it.
The organisation needed evidence from behaviour and members before committing development effort.
Curio combined analytics review with semi-structured member interviews and moderated card sorts. The findings informed low-fidelity concepts for training discovery and booking, which were tested with subscribers and refined before handover to CIPFA's development team.
The work later expanded into an information-architecture project for the full website, incorporating staff interviews and remote tree testing.
CIPFA gained tested designs for a clearer training journey and an evidence-led structure for future improvement of the wider website.