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New YMCA Member Portal
Project type
CRM Portal Launch
Date
2024
Skills
- CRM Implementation & Portal Design
- User Research & Journey Mapping
- Cross-Functional Collaboration
- UX & UI Optimization
- Translating Requirements
- Personalization and Automated Messages
The YMCA’s legacy CRM portal was outdated and confusing, creating friction for prospective members during registration and frustrating existing members trying to manage their accounts.
I led the launch of the new Salesforce-powered member portal. My responsibilities included qualitative and quantitative insights gathering, connecting technical and non-technical stakeholders on strategy, mapping user journey, incorporating necesarry registration steps into the process (contracts, questionnaires), partnering with Marketing and Agency on design and functionality.
We built a modern, user-friendly Salesforce portal that simplified the registration experience for prospective members. The portal enabled members to manage their accounts independently, including renewals, upgrades, and support requests. Delivered a personalized dashboard to keep members informed with relevant updates and offers.
As a result:
- Increased membership sign-ups due to a more transparent and seamless onboarding process.
- Higher member satisfaction scores, reflecting a significantly improved digital experience.
- A measurable decrease in support cases, reducing workload for the Member Experience team.
- Elevated YMCA’s digital brand presence with a portal aligned to modern design and usability standards.
