Most associations put membership on one side of the org chart and user experience on the other. At AMPP, they sit on the same team, and that changes how members move through the organization.
Anastasia Fidati leads global member experience at AMPP. Chris Leake leads UX across every product and service. In this episode, they walk through how they map what a member is trying to do, whether that’s passing a certification or stepping into a new role. Chris explains the service blueprints his team uses to plan journeys for members who only connect online. He also shares the chapter maturity model that helps staff see which of AMPP’s 190 chapters need support.
No member experience team at your association? Start with one journey, like a new member or a first-time attendee. Map every department it touches and track the results so leadership sees the value. That’s how AMPP earned more buy-in.
Topics covered:
- How AMPP maps member journeys, from first-time attendees to digital-only members
- Using member use cases instead of benefit charts
- Where journeys break down online, and how AMPP tracks it
- Why AMPP put membership strategy and UX on the same team
- The chapter maturity model, and why not every chapter needs to reach the top
- Turning a transactional reason to join into a relational reason to stay
- Where to start without a dedicated member experience department
Keep listening: Hear how the AMA gets its best work in front of the right members with Ryan Wells. Or catch Xander Sobecki of the Surplus Line Association of Illinois on what it takes to run an association email program.
