A Strategic Partnership and UX Audit with Accord

Our relationship with Accord began in 2018 when we partnered to deliver a full rebrand and website redevelopment. The goal was to create a digital platform that would provide greater value to members, strengthen communications, and give Accord the tools they needed to meet and exceed their organisational objectives.

The website delivered on that ambition, helping Accord to grow and better support their members. But in a digital landscape that moves quickly and for a membership organisation with evolving user needs, the website can never stand still.

A platform for ongoing growth

Since launch, we’ve worked closely with Accord through a Strategic Partnership model. This is a long-term, collaborative relationship that allows us to continually evolve their website through regular UX audits, user testing, and data-informed updates.

This strategic approach ensures the website stays agile and aligned with Accord’s organisational goals. By assessing performance, identifying opportunities through research and analytics, and prioritising recommendations based on impact, we’ve been able to make targeted updates that enhance both the user experience and site performance.

Key developments over the years have included:

• A fully integrated membership account area to improve self-service and member engagement.
• A redesigned and optimised membership form to support accessibility and usability.
• A help centre to provide structured, searchable support content.
• A refined navigation and improved search functionality, helping users to find information faster.
• Led the transformation of Accord’s quarterly print magazine into an engaging digital format supporting dynamic, content-rich issues while reducing cost and environmental impact.

Each of these improvements were driven by Accord’s needs, our expertise, user insight and analytics, allowing us to make meaningful changes that meet real user needs.

Our ongoing programme of UX audits have played a crucial role in the evolution of the site. These more in-depth evaluations have taken place every two to three years and are supplemented by regular data analysis and collaboration to identify improvements to positively impact their KPIs and user experience.

Since 2021, our UX audits have identified core user journeys to improve and targeted areas to enhance engagement and boost conversions. We’ve then been able to effectively deliver these updates in phased releases, prioritising the changes that would have the highest impact on key performance indicators.

A deeper dive in 2024

In 2024, we conducted a more extensive UX audit to assess site performance in depth. Wanting to identify how easily users were able to access the right support and information on the website, we set out a number of questions we wanted to answer.. These covered areas such as website functionality, navigation, integration, content, and call-to-actions.

Our approach

In order to answer those questions, we selected a combination of research methodologies aimed at gathering both quantitative and qualitative insights: 

• Usability testing. We presented users with five scenarios which revolved around: finding the representation request form, finding information about unfair treatment at work, finding resources for reps, finding information on union membership, and  finding local reps. The usability tests were unmoderated and run remotely on the platform Maze.
• Module heuristic evaluation. We assessed the Accord website against 10 usability heuristics defined by the Nielsen Norman Group. Each principle was rated on a scale from 0–10 to pinpoint areas where usability could be improved.
• Google analytics data analysis: We observed the Accord’s website Google analytics data over a two month period. This helped us understand how people were behaving on the site, what they were searching for, and to see what the most popular support information pages were.From this, we could make recommendations to improve performance and impact for users.
• Direct user feedback. Following the usability tests, users were encouraged to share any additional feedback about their overall experience of the test or the website in general.

Key findings

• Engagement: Google Analytics engagement metrics showed that users found the content informative and relevant. These metrics could be further improved by clearer signposting and more intuitive user journeys, especially around finding support content, which users felt they occasionally needed to ‘dig’ for.  
• Usability: Our research found that the website performed well from a technical accessibility perspective, and users were able to complete key tasks and goals. However, a number of improvements could be made, to enable users to find content more efficiently. For example: finding resources was time consuming and required a certain degree of effort.
• Findability: Findability wasn’t particularly good. Usability tests showed users struggling to find resources, support content and pieces of key information. However, content was better organised on pages such as the help centre, which could be used as a blueprint for other sections of the site.
• Look and feel: The site was found to generally look good and accurately represent Accord’s brand identity. However, the heuristic evaluation highlighted that some modules needed to be updated in order to improve their usability and consistency such as menu navigation and page banners. The imagery used across the website would also benefit from being refreshed and made more coherent.

Our recommendations

Using the research methodologies outlined above, and guided by the questions that shaped this review, we identified 13 user-driven recommendations, including:

1. Support and increase user engagement by keeping essential content relevant and easy to locate through:

• Reviewing and restructuring the content within the ‘Get support’ area and integrating it with the ‘Help centre’.
• Providing signposting and differentiation for content relating to members and non-members within the ‘Membership information’ area with stronger call-to-actions (CTAs).
• Reviewing the content and hierarchy of information on the home page to give a better overview of Accord.

2. Improve usability and findability across the site by:

• Providing clear signposting to key content.
• Improving the search function.
• Improving the usability of the ‘News & blog’ area.
• Improving the design and usability of the modules identified in the heuristic evaluation. 
• Redesigning the resource centre into one, more easily searchable library and including a clear, relevant resources section on information pages.
• Better optimising some elements of the site for mobile.
• Optimising higher level pages to encourage content discovery.

3. Keep developing the site’s look and feel by:

• Reviewing and updating the use of imagery across the site.
• Updating the design of the navigation menu module across mobile and desktop, which will also improve usability and findability.
• Refreshing the design of banners across the site for better usability, consistency and accessibility alongside anchor links.

4. Make sure to gather ongoing feedback and conduct further user research by:

• Adding a feedback survey to the website to collect data over time to review and inform future developments, alongside continuous analytics reporting.

To get these improvements implemented,  we agreed on a phased plan across seven stages over the course of a year. The phased approach allowed us to work steadily and purposefully through key deliverables, ensuring Accord had input at every critical stage of the project. By combining agile and waterfall methodologies, we maintained the flexibility to introduce new functionality throughout the UX and design stages of each phase. Unlike traditional website redesign cycles that require rebuilding every few years, this sustainable evolution ensures Accord’s site remains modern, effective and aligned with user expectations, all without disrupting day-to-day operations or straining internal resources.

To reflect on the process and outcomes of our long-term partnership, we spoke with Hannah and Chris at Accord. In this short Q&A, they share their perspective on working with us, the value of our Strategic Partnership model, and the impact these updates have had on their organisation and members.

Q: What challenges were you hoping to solve with the original website redevelopment back in 2018?
A: Our previous website was dated, clunky and wasn’t particularly user-friendly. So when we had the opportunity to work with Studio Republic on a complete re-design, our primary goal was to modernise our digital services with a mobile-first, user-focused approach. We aimed to create a modern, responsive, easy to navigate and accessible website that offered a seamless joining process. As an open and transparent union, we also wanted to remove previously restricted areas to ensure easy access to key information.

Q: How has the ongoing relationship with Studio Republic helped you adapt to the evolving needs of your members?
A: The ongoing partnership with Studio Republic has been integral in helping us respond to the evolving needs of our members. From the outset, it was important to us that launching the new site wasn’t the end of the journey. By beginning growth retainer work with Studio Republic immediately after launch, we were able to continuously evaluate and improve the site month by month.

Having Studio Republic not only listen to our ideas but bring valuable professional insight has been essential. Regular UX audits, user testing, and data-informed updates have played a key role in the site’s evolution. Most importantly, gathering direct feedback from our users has ensured that the changes we make are rooted in real experiences and needs – not just assumptions. This collaborative and responsive approach has allowed us to keep the site relevant, effective, and member-focused.

Q: What has been the most impactful change to the site from your perspective?
A: The most impactful change has been the overall look and feel of the site. It’s modern, clean, and far easier to navigate. Information is readily accessible – nothing is hidden – so users enjoy a much smoother, more intuitive experience. Features like the Help Centre, the ‘Find Local Support’ module,  the ability to find and register for events, and the improved search function have significantly enhanced both usability and accessibility. Our digital magazine has been a big hit – everything is now done in-house which has been a huge cost saving in design and print. 

Integrating the site with our membership database has also been a game-changer. The joining process, form submissions, and member updates are now seamless for users. Behind the scenes, it has drastically reduced admin time and paperwork for the team, allowing us to work more efficiently and deliver better support and services to our members.

Q: How do you feel your relationship with Studio Republic has supported you from a digital perspective over the years?
A: Our relationship with Studio Republic has been key to ensuring we stay ahead in an ever-evolving digital world. In a time where digital expectations are constantly shifting, it’s crucial that we don’t fall behind – and having Studio Republic’s ongoing support has helped us remain relevant and responsive to our members’ needs. They have helped us take a proactive approach, so we’re not just reacting to change, but anticipating it. That support has been invaluable in maintaining a strong, user-focused digital presence for our members.

Q: How does having a partner that leads with UX and data insight support your internal goals?
A: While we don’t have fixed digital objectives in place, we use a trade union digital healthcheck tool to assess various aspects of our digital maturity – including our web presence. This involves evaluating the technical systems and editorial processes behind our website, as well as how effectively it enables users to have the easiest possible interaction with Accord online. Since partnering with Studio Republic, we’ve seen significant improvements in this area. Our ability to grow and sustain the union depends on attracting new members and retaining existing ones – so having a partner that leads with UX and data insight is vital. Studio Republic’s ability to deep dive into our site data, identify user behaviours, and provide evidence-based recommendations allows us to continually improve the member experience. This insight-led approach ensures that changes are driven by real user needs, not assumptions.

Q: What would you say to other membership organisations considering a strategic website partnership?
A: Go for it. In today’s fast-moving digital world, it’s essential to stay relevant by continuously updating and improving your online presence. Your website is often the first impression people have of your organisation – so it needs to reflect who you are and the value you offer. Partnering with a team like Studio Republic ensures you’re not standing still. Their expertise, insight, and ongoing support help you evolve with your audience and stay ahead of the curve. It’s a partnership that brings real strategic value and helps you deliver a better experience for your users and members.

Our partnership with Accord demonstrates the value of long-term collaboration, where UX insights, user testing, and iterative design drive real results. Together, we’ve created a digital platform that evolves with the needs of its users, one that’s modern, accessible, and sustainable.

As the needs of members evolve and new challenges emerge, we’re committed to working side-by-side with Accord to ensure their digital platform continues to deliver lasting value.

If you’d like to know about how we can work with your charity through a Strategic Partnership, drop us an email to chat with our team.