VFW partnered with CX Pilots to modernize its membership experience and increase engagement, particularly among younger veterans. By developing updated personas, enhancing digital experiences, and realigning internal perceptions, CX Pilots helped VFW reposition itself to appeal to newer generations. This transformation resulted in a 20% increase in online engagement and boosted team morale and purpose. This transformation was especially impactful and purpose driven, supporting an organization that support such an important community in our country.
"This team is always prepared. They must have cut 150 hours out of my month by anticipating our needs and bringing solid solutions every time."
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CX Pilots collaborated with VFW to update its membership experience, focusing on attracting younger veterans. The transformation began with persona development, providing insights into diverse member needs. Journey mapping then pinpointed key improvement areas within the digital experience, leading to a comprehensive website and UX overhaul. This modernized digital strategy enabled VFW to better serve its members and improve online engagement. The initiative also included cultural artifacts that reinforced VFW's updated mission, inspiring both internal teams and members. The result was a renewed relevance and appeal, setting VFW up for sustained growth with a modernized member base.
VFW, a longstanding veterans organization, faced a critical challenge: engaging younger veterans from recent conflicts like Desert Storm and post-9/11. CX Pilots partnered with VFW on a comprehensive transformation to modernize its membership experience and broaden its appeal.
Persona Development:
CX Pilots created updated personas that reflected the needs and expectations of younger, diverse veteran demographics. These personas guided VFW’s strategy to modernize its approach and align services with its evolving membership base.
Journey Mapping:
Journey mapping highlighted critical touchpoints and pain points in the member experience, particularly in the digital realm. Insights from these sessions shaped improvements in accessibility and engagement, ensuring a more seamless member journey.
Membership Experience Transformation:
The transformation focused on enhancing membership engagement by addressing both digital and cultural aspects. Internal teams were aligned with VFW’s renewed mission, fostering a sense of purpose and improving morale across the organization.
Digital UX Overhaul:
VFW’s website underwent a comprehensive redesign to create an intuitive and modern digital experience. This overhaul prioritized accessibility, ease of navigation, and a seamless interface, driving a 20% increase in online engagement.
Created updated personas to guide digital strategy for younger veterans
Mapped membership journeys to improve the digital engagement process
Completed a full website and UX overhaul for an enhanced member experience
The transformation of VFW’s digital membership experience led to a 20% increase in online engagement and a notable improvement in team morale. By developing personas and redesigning the website for a modern, seamless experience, VFW was able to connect with a younger veteran demographic. This revitalized digital presence enabled VFW to position itself as a relevant, accessible support network for veterans from all eras, ensuring long-term growth and engagement.
Updated personas clarified the needs of younger veterans
Journey mapping improved digital engagement touchpoints
Website redesign created a seamless online experience
Cultural artifacts aligned internal teams with the new mission
Modernization strategy set the stage for future membership growth
"Working with this team was an honor. We didn't fully understand how improving the member experience would affect everything, but this team was stellar at helping us plan effectively."
