The National Society for Education in Art and Design (NSEAD) was founded in 1888, and is the only trade union, learned society and professional body for art, craft & design educators across the UK.
Its role is to promote these subjects whilst upholding the interests of those who engage with it regularly.
Our working relationship with NSEAD began in 2017, after they put out a brief seeking an easy-to-use website which would reflect and build on their existing online presence and identity, whilst further establishing the group as a leading body in their field. The new site also needed to clearly communicate the benefits of joining the society as a member and work to both engage potential new members whilst retaining existing ones, through promoting their successes and highlights.
A valuable membership
An integral part of NSEAD is their membership programme, which drives the basis for their business. In the previous site, the benefits of this membership were not being communicated effectively, combined with an outdated and awkward sign up and payment system. Grandad implemented a number of strategies to help disseminate the perks of having a membership and drive more web-visitors to join them through strong call-to-actions and fuss-free signup.
We delivered a new membership management system to make memberships easier for both the NSEAD team and their members. We implemented automated user flows so that users are able to join and become a member, access the full breadth of their membership, and manage their own membership all with complete ease. This circular approach means that each action is able to build on the other without input from the NSEAD team. Members are constantly reminded of the value their membership holds through their access to exclusive content, whilst non-members are enticed to find more and sign up through previews of certain content.
37% increase in membership since new site launch
Fluid architecture
To provide a better user experience, we tailored the communications and site structure around promoting the benefits of an NSEAD membership. Users who are already members of the organisation are guided through content in a way which encourages them to stay logged in, as it allows for the NSEAD team to obtain valuable insights about their behaviour.
We reworked the site architecture to present content in a logical hierarchy, so users could access popular content without extra hassle. Our extensive discovery process helped us to understand the different target users' motivations and expected behaviours, allowing us to create a site map which would adhere to these and promote the goals of NSEAD throughout.
We have seen an uplift in membership by 37% since Oct 1st 2019. To put that rise into context, we have not had more than a 3% rise in the last 10 years. It was our work with Grandad on the new website that made this happen.Michelle Gregson - General Secretary NSEAD
Visually enticing and automation ease
We utilised colour throughout the site to help users understand where they were in the wider context of content. This was done in combination with making the most of NSEAD’s extensive and diverse portfolio of imagery, communicating the playfulness and dedication of professionals in their sector through authentic and relevant photography. Members benefit through accessible, permission based member logins which automate and manage renewals according to each individual, saving the NSEAD team over 650 work hours.
Over 650 work hours saved through introducing automation through the YouCreate CMS
Onwards and upwards
Since the launch of the new site, NSEAD have seen a 37% increase in membership which is only on the rise. We’re excited to continue optimising their digital presence.
Get in touch!
Book in a chat with Paul on 01273 944 400 or email by clicking the link below