Case Study: User Interviews
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Centralis helped The IIA uncover what auditors around the world need from their professional organization.
The Challenge
Established in 1941, the Institute of Internal Auditors (“The IIA”) is a professional association with the mission to provide dynamic leadership for the global profession of internal auditing.
After receiving feedback on their flagship website, The IIA realized they needed a redesign to make their organization’s information and standards easier to navigate.
They turned to Centralis to unearth key information about their audience to help them best structure their site.
The Process
Centralis conducted dozens of interviews, both on-site at The IIA’s headquarters and remotely worldwide, from Orlando to Ulaanbaatar.
We interviewed both internal stakeholders and current members from a variety of industries to get a full picture of what people need and want from The IIA’s website. We asked participants how the website fits into their professional life and where they would like to see it changed or improved.
After the interviews, we compiled and analyzed the qualitative data to reveal patterns in a variety of categories, including continuing education, networking, professional standards, and local resources. These results gave The IIA a plan for integrating their range of offerings and a roadmap for their site’s redesign.
The Impact
Throughout this process we learned that IIA members use the website in two primary ways: as a resource for their current work and to aid their professional development.
Overall, they wanted the association’s website to help them “be a better auditor, today” while laying the groundwork for their future growth. They also wanted the website to demonstrate the value of IIA membership.
We determined that the best way to present this information was to unite all of The IIA’s sub-organizations under one umbrella website that users could navigate more easily.
Our Value
To roll out the best redesign possible, The IIA needed to be confident in their understanding of users’ needs and wants.
Centralis gave The IIA this confidence through our rigorous and broad process. We left no stone unturned, asking participants to follow up on side comments and encouraging total honesty.
Our experience recruiting a variety of audiences helped us cast a wide net and account for every corner of The IIA’s user base. This essential combination of breadth and depth paved the way for The IIA’s next redesign.
quality interviews. And you’re just great people to work with!"
- Centralis Client