Centralis provides CFA Institute with a global perspective on user needs and goals
CFA Institute is the global association for investment professionals. With more than 100,000 members worldwide, CFA Institute is the authority on ethics and professional development for the investment industry.
CFA Institute is evolving its online offering to better meet the needs of CFA charterholders, a professional designation for investment professionals. Historically, the organization's website has been widely used by prospective members and CFA candidates, but has been seen as less valuable to those who have completed the program and attained membership.
CFA Institute partnered with Centralis to improve the usability and appeal of its online offering for CFA members. The goal of the initiative was to provide a relevant, compelling online experience for CFA charterholders worldwide, while continuing to serve candidates, prospective candidates and the broader investment community.
To provide a compelling online experience for CFA charterholders, we conducted an international research initiative to augment our existing understanding of user needs and explore the viability of several website concepts. Using a modified focus group format that incorporates a card sort and individual interactive exercises, we explored the relative importance of key features and functionality, and how that content should be organized in the online experience.
Our research in Chicago, London and Singapore provided clear direction for CFA Institute’s member experience. In addition, insight from CFA candidates provided a foundation for improving their website experience as they strive to earn their CFA designations.
CFA Institute subsequently engaged Centralis to redesign its online offering for members, candidates and the investment community. Centralis continues to consult with the Institute on best practices for user-centered design.