CChC: How to Improve Trade Associations with User Experience Design
Development of a new association experience, with new forms of participation and the incorporation of digital tools.
Challenge
Modernizing the Association Experience
The Chilean Chamber of Construction (CChC) faced significant challenges that limited the active and effective participation of its members. Among the main challenges were:
- Excess of information, which hindered clear communication.
- Low participation in association activities due to a lack of digitalization.
- Traditional meeting and management formats that were poorly adapted to modern needs.
The goal was to transform the association experience, creating a more accessible and modern environment capable of fostering active interaction and cohesion among members. To achieve this, the solution required the incorporation of technology and innovative, user-centered methodologies.
It was also necessary to promote a more participatory culture, aligned with the needs and expectations of the members, that would foster a sense of belonging.
Solution
User-Centered Design
Research
BBK Group began with an exhaustive research phase, participating in more than 50 national instances to capture a comprehensive view of the members’ needs and expectations. This included:
- Interviews with members of different ranks and tenures to understand their experiences. The interviews focused on identifying points of frustration and opportunities for improvement in the association processes.
- Dialogues with administrative teams, who offer essential support to the association and have an operational view of the daily challenges.
- Analysis of international benchmarks, adapting global best practices to the local context, which allowed for enriching the project with innovative ideas.
Development of Personalized Solutions
Based on the research findings, BBK Group designed and implemented solutions that redefined the association experience:
- Creation of archetypes: Detailed representations of the different member profiles and their specific needs. This allowed for the personalization of initiatives and ensured that each member felt identified with the improvements.
- User journey mapping: Identification and optimization of the key moments in the members’ interaction with the association. This process helped to prioritize the most relevant touchpoints.
- Co-creation workshops: Collaborative spaces where members and administrators worked together to define a unique hallmark for the association experience. During these workshops, practical solutions aligned with the association’s objectives were explored.
Digitalization
The incorporation of technology was essential for modernizing the association’s operation. The tools included:
- Interactive digital platforms for meeting and event management. These platforms facilitated activity planning and tracking, reducing organizational complexity.
- Agile methodologies to optimize the organization of association activities, which resulted in more productive and better-focused meetings.
- Improved communication channels, which effectively connected members and administrators. Direct messaging tools and information dashboards were included, ensuring that key information reached all those involved.
Results
Impact on the CChC
The changes implemented by BBK Group had a significant impact on the association’s operations:
Increased active participation of members in key activities. The attendance rate at meetings and events increased by 35% after the implementation of the new tools.
Personalization of interactions, adapted to individual needs thanks to archetypes and journey maps. This improved member satisfaction, as they perceived greater value in their participation.
More efficient meetings, with methodologies adjusted to the association’s objectives. These meetings now focus on key decision-making, saving time and resources.
Optimization of digital platforms, facilitating access to and management of information. This reduced response times and improved internal organization.
Additionally, the modernization achieved positioned the Chilean Chamber of Construction as a benchmark in association innovation, standing out both locally and internationally.
BBK Group
Association Transformation Through User Experience Design
The project carried out by BBK Group demonstrates the power of user experience design to transform associations and traditional organizations. The combination of technology, in-depth research, and innovative methodologies achieved a more efficient, personalized, and participatory association experience.
At BBK Group, we are leaders in brand and business transformation in Chile. If your organization is looking to modernize and adapt to current demands, contact us and discover how our comprehensive solutions can help you achieve your goals.