Transforming the Membership Experience for the CBI


The CBI is regarded as the most influential business membership organisation in the UK, representing over 190,000 businesses on key political issues such as Brexit, the growing skills gap and renewing the country’s infrastructure, to name a few.

As part of a substantial overhaul of their membership proposition, the brief was to develop a new website to better serve their members online and to encourage deeper engagement and feedback from their members to help shape future policy. Previously expert insight was freely available to the public which weakened the value of membership, so enhancing the sales journey was also crucial to future commercial success. They needed a partner to delve deeper too, as naturally so much was unclear and undefined around the new proposition.


  • Content Creation
  • UX & UI Design
  • Web Design
  • Web Development
  • Motion Graphics

The CBI needed to appeal to a younger and more digitally enabled audience. An audience that has become accustomed to seeking out information at pace.

We focused on the architecture of the website and the user experience first and foremost. Both from a member perspective and a sales journey perspective, drawing inspiration from many cause related websites and online membership models. Great UI design was naturally important too, but with such a wealth of insight and information being published online every day by the experts at the CBI, we knew this was a UX challenge and all about providing a solid framework to present content in the most digestible way possible.

My CBI Walkthrough

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We delivered a new and improved member sales journey and a new members area called MyCBI – a sophisticated content hub for members only, providing valuable business insights for members to engage with. The launch MyCBI was a great success and has been very well received by members and stakeholders alike.

The hard work continues as we work to enhance the platform further from month-to-month. Monitoring how members interact with each element of the site through enhanced tracking, to feed into and support the release of new features and benefits to drive more CBI members online.

“They understood our brief completely, and had immediately grasped what we were trying to achieve in terms of the UX challenges. The fact that they can bring in tailored, senior talent as needed to help drive the project forward really added value to the process and we are delighted with the results.”

Leanne McKenna - Head of Marketing at CBI

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