MemberCheck

Project Overview

MemberCheck a leading provider of Risk Management solutions with over 13 years of experience in the industry, specialises in offering a range of AML, KYC, and KYB solutions to assist businesses in meeting their regulatory obligations and managing risk. Membercheck's suite of risk management solutions includes PEP and Sanctions checks, Adverse Media Checks, and ID Verification.

The original MemberCheck.com platform, while functional, suffered from several UX issues, including unclear navigation, inconsistent visual design, and a lack of mobile responsiveness. These issues negatively impacted the conversion rate and overall website traffic. The goal of this project was to address these concerns and create a user-centered design that improved usability, accessibility, and overall user satisfaction, ultimately leading to increased conversion rates and higher website traffic.

Problems

After reviewing MemberCheck’s website, I identified several design and user experience issues affecting its performance:

1. Outdated Visuals: Dated design elements that may undermine customer trust.
2. Poor Navigation & Inconsistent Layout: Unclear navigation, inconsistent design, and lack of mobile-friendliness can confuse users.
3. Lack of Content Strategy & SEO: Minimal content with no SEO best practices, impacting visibility.
4. Low Traffic & Leads: Insufficient site traffic and lead generation.

Solutions

To tackle the identified issues, the following solutions were applied:

1. New Theme & Layout: Developed an engaging theme and streamlined layout to improve user experience and visual appeal.
2. Content Readability: Minimised clutter and chose better fonts for enhanced readability.
3. Professional Imagery: Replaced stock images and blurry illustrations with designated illustrations and Lottie animations to create a more engaging, professional look. Additional content was added to provide a richer user experience.
4. Comprehensive SEO Audit: Identified and corrected errors affecting site performance.
5. SEO Optimisation: Strategically used relevant keywords, meta tags, and descriptions to boost search visibility.

Design Deliverables

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1. Create Personas to understand the Target Audience

MemberCheck serves risk compliance professionals, including Risk Compliance Advisors, Compliance Officers, and Risk Compliance Managers. These personas, with diverse roles, responsibilities, and experience levels, work to ensure regulatory adherence and risk mitigation within their organisations. They vary in industry backgrounds and influence on decision-making. By understanding their unique needs, goals, and challenges, we can create UX/UI solutions and content strategies tailored specifically for them.

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2. Information Architecture

BBased on research, I restructured the information architecture (IA) to ensure logical and intuitive navigation. We created a sitemap to visualise the new structure and guide wireframe development. Effective IA enhances usability by organising, structuring, and labelling content in a user-friendly way.

Our team identified key audience pain points and requirements, using these insights to design an IA that streamlines the user journey and elevates the overall experience. The result is a more logical and intuitive navigation system, tailored to the needs of our target audience, which boosts engagement and interaction with the site.

3. Low-Fidelity Wireframes

I created low-fidelity wireframes focused on layout and user flow to define the website’s structure, allowing us to identify usability issues early in the process.

4. Defined a branding guide for membercheck.com

I Developed and maintained a comprehensive branding guide for MemberCheck, delivering key benefits:

• Consistency: Ensures uniformity across user interactions, enhancing satisfaction and ease of use.
• Efficiency: Provides reusable UI components, streamlining design and development.
• Collaboration: Establishes a shared language, improving teamwork and reducing misunderstandings.
• Branding: Reinforces brand identity with a consistent visual language.

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5. High-Fidelity Wireframes

After the low-fidelity wireframes, I developed high-fidelity wireframes for MemberCheck, enhancing the UX with detailed visuals and interactions:

• Low to High-Fidelity Transition: Built on low-fidelity wireframes, refining the design with user and stakeholder feedback.
• Visual Design: Chose a brand-aligned colour palette, typography, and consistent iconography for a cohesive look.
• UI Components: Used the MemberCheck design system for consistent buttons, navigation, and patterns.
• Interactions: Integrated hover effects and animations to boost engagement.
• Feedback & Iterations: Gathered feedback in Figma, refining the design for an improved UX.

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5. UX Content Strategy

Interactive Map to show our coverage and relevant compliance regulation

I designed and developed an interactive map for MemberCheck’s Country Coverage page in collaboration with content writers and the marketing manager. Using my front-end skills and an open-source JavaScript library, the map enhances UX and educates on global AML and CTF regulations.

Key Features & Benefits:

• Interactive Map: Engages users with a visual, intuitive exploration of MemberCheck’s global services.
• SEO & Educational Content: Populated with SEO-friendly content to boost rankings and educate users on AML/CTF compliance by country.

For more details, visit the Country Coverage page.

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Blog - Content Strategy

Designed and developed a blog section for MemberCheck’s website to share insights on AML (Anti-Money Laundering) and CTF (Counter-Terrorism Financing). Collaborated with content writers and the marketing manager to ensure engaging, informative content. I also integrated an open-source library for advanced search functionality, improving accessibility and UX.

Key Features & Benefits:

• Search Capabilities: Customisable, cost-effective search using open-source tech.
• Improved UX: Enhanced navigation allows users to quickly find relevant articles and resources.

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Q&A Glossary & AML Terms Explained

I developed experimental pages, including the Q&A Glossary and Glossary of AML Terms for MemberCheck, aimed at boosting targeted keyword presence. These pages use AI-guided content creation to streamline production and improve SEO effectiveness.

Key Features & Benefits:

• Efficient Content Strategy: AI-driven content ensures accuracy and aligns with SEO goals, making these resources both informative and SEO-friendly.

For more details, visit the Q&A Glossary page and the Glossary of AML Terms page.

6. Website Development

After finalising the high-fidelity wireframe, I single-handedly developed the MemberCheck website in Webflow, managing the entire project from start to finish. This involved converting the design into a fully functional, optimised site with a focus on performance, accessibility, and SEO. My approach covered coding, third-party plug-in integration, and full mobile responsiveness, ensuring a seamless user experience across all devices and aligning with the project’s strategic objectives.

7. Iterations & Refinements

User Interaction Recording & Heatmaps

I used Google Analytics and Hotjar to capture and analyse user interactions on our website, identifying usability issues to improve the user experience. Here’s a summary of my process:

• Data Collection: Implemented Google Analytics and Hotjar to track user actions like clicks and scrolls, while prioritising privacy. Hotjar’s heatmaps highlighted user engagement patterns.
• Analysis & Insights: Reviewed data and visual insights to detect navigation challenges and identify underperforming CTAs.
• Identifying Pain Points: Pinpointed specific usability challenges, guiding targeted design updates that addressed real user issues.
• Iterative Improvements: Made continuous design changes based on data, simplifying navigation and enhancing layout for a more intuitive experience.
• Ongoing Monitoring: Continued to track with Google Analytics and Hotjar, assessing the impact of changes and identifying new areas for improvement.

By leveraging these tools, I gained actionable insights, enabling data-driven decisions that resulted in a user-centric website aligned with our audience’s needs.

Results

The UX/UI redesign has dramatically boosted website performance, with significant gains in organic traffic, keywords, and conversions. The visually appealing, user-friendly interface has enhanced online visibility and audience engagement.

In summary, the MemberCheck redesign led to substantial improvements in traffic, keyword growth, and lead generation. The optimised UX and SEO-driven content strategy have solidified the website’s success, establishing it as a strong online presence in its industry.