CIPD's Digital Transformation: Crafting Connected Customer Experiences
SERVICES
CLIENT
Website
Design System
CIPD
FOUNDED IN
1913
INDUSTRY
People Development
(Not-for-profit, Royal Charter professional body)
REVENUE
~£44.8M annually
MEMBERS
160,000+ members worldwide
In A Nutshell
CIPD supports a global community of 160,000+ members, where core journeys like joining, renewing, and managing accounts are critical to both experience and revenue. These journeys were spread across multiple legacy platforms, creating fragmentation, repeated effort, and heavy reliance on support. The lack of self-serviceability and accessibility features generates 11,000+ support inquiries yearly, creating barriers to member engagement and operational efficiency.
The opportunity was to unify these touchpoints into a single, intuitive experience that reduces friction, enables self-service, and strengthens the member relationship at scale.
Design Strategy
The focus was on creating continuity across the membership lifecycle. A unified “My CIPD” experience brought together five core journeys into a seamless system, prioritising self-service, reducing cognitive load, and allowing users to manage their relationship with CIPD over time. The approach balanced simplicity on the surface with complexity handled behind the scenes.
End-to-end journeys across five key actions were mapped, combining service design artefacts, behavioural data, and stakeholder input. This revealed repeated breakdowns between systems and clear links between UX friction and support demand.
Workshops across teams helped align on priorities, while a jobs-to-be-done lens reframed journeys around user intent—focusing efforts on reducing friction in the highest-impact moments.