When members struggle to find what they’re looking for on your website, the problem is rarely the content. It’s usually the experience around it.
This piece, published in ASAE’s Associations Now, was co-authored by Ellipsis Partners’ own Rhoni Rakos alongside Jacqui Olkin and Ray van Hilst. It walks through why user research and usability testing belong in every association’s digital strategy — not as a luxury, but as a practical way to get it right before it gets expensive.
Rhoni’s contribution draws directly from client experience, including a tree test that revealed how abstract navigation labels were causing members to fail on the very first click of every task. Data beats debate — and this example shows exactly why.
If your association is navigating a website redesign, rethinking your digital experience, or trying to understand why members aren’t engaging the way you’d expect, it’s worth your time before your next website conversation.
→ Read the full article on ASAE’s Associations Now.
Working through something similar? Rhoni loves this kind of problem and would love to connect. No agenda — just a conversation.
