OREA educates and certifies Ontario REALTORS and provides support and services to more than 70,000 members. That dual role posed a challenge for the Association’s website: should training and certification be separate from member services, or should the two sides be presented together? At the same time, OREA faced the perennial problem
confronting many member-driven associations of how to communicate the value it offers.
Akendi’s insights were eye-opening. We’d been so focused on the distinctness of our two business lines. It was a revelation to understand
the user experience as one journey. The final outcome exceeded our expectations.
Director Information Technology, Tharma Athiththan
Member and student Personas and user lifecycle showed that despite the two parts of OREA’s business, the member experience follows a single continuum.
Prospects become trainees, who become certified REALTORS and ultimately OREA members.
Our proposed web strategy and redesign reflected that continuum by unifying the two sides of the site. We provided guidance to OREA’s internal writers so they can generate engaging, on-brand content on an ongoing basis.
The new website is designed as an inspirational, communal space for all users, no matter where in the lifecycle they are. To create a sense of
community, the site features aspirational images of Realtors and invites engagement and action through prominent buttons, links and practical
interactivity. At the same time, all that functionality provides immediate proof of the value OREA delivers to members, cementing loyalty.
Akendi is a human experience design firm, leveraging equal parts
experience research and creative design excellence. We provide
strategic insights and analysis about customer and user behaviour and
combine this knowledge with inspired design. The results enable
organizations to improve effectiveness, engage users and provide
remarkable customer experiences to their audiences.
Akendi is an Experience Thinking innovation firm in digital user experiences. We are UX specialists
consulting for companies and organizations. Located in Toronto and Ottawa, Canada as well as London and Cambridge, UK.