Shaping the Member Value Story
AICD asked Lumos to explore how its member portal could better support engagement, retention and member value.
The opportunity was to connect insights from existing research, product strategy and stakeholder knowledge into a clear value story for the future member experience.
AICD brought a rich base of insight to the work. Lumos helped shape those inputs into a future-state journey and sequential design horizons for the new AICD Hub.
The work showed how membership value could become more visible, personal and connected across the member journey. It gave shape to a practical pathway to establish the foundations first and then continue enriching the experience over time, so members could better understand the value available to them and how it supports their ongoing professional growth.
Making strategy tangible through conceptual design
We translated research, product strategy and stakeholder input into journey maps, future-state flows and connected design horizons. This helped create an experience direction that connected member needs, business priorities and the value already present in the membership offer.
Through conceptual design and ideation, we showed how each horizon could carry the member value story with purpose. The work clarified what needed to be established first, what could build from that foundation and how the experience could become more personal, connected and valuable over time.
Design Horizons for a Value-Led Member Experience
Cohesive member value story to guide future experience decisions
Future-state journey maps showing how to enrich and grow the member experience over time
AICD Hub concepts showing how membership value could become personal and connected
Design horizons that organised the work into a practical pathway
Roadmap inputs to support planning, investment and future design
Prioritised design concepts linked to engagement, retention and long-term member connection
A cohesive value story and staged pathway for a future member experience.
