THE LAW SOCIETY OF NSW
Crafting A Fresh Membership Experience
Proto Partners designed and delivered a 90-day workplace-learning program to help create a future state design and identify opportunities for further positive change.
How might The Law Society of NSW increase relevance to their market and create a high value offering to their members?
In a 6 week sprint, Proto Partners conducted in depth research that helped uncover what was relevant and valuable to The Law Society’s members. Research consisted of stakeholder interviews, immersion, leveraging existing assets, conducting a social media review and most significantly, a member feedback survey with 2737 respondents. Phone interviews were carried out with members who were eager to share their personal stories. This mass of information formed a rich pool of insights and Proto Partners could begin to identify key areas where members experienced pain or friction.
These findings were incorporated into a member journey map broken down into five phases of member interactions:
1. Awareness And Perception
2. Membership Registration
4. Renew Membership
5. Seek Support
Over 70 ideas were generated and refined to become the top ten most valuable and relevant initiatives that addressed multiple friction areas.
The member journey map and initiatives formed an actionable guide which enabled The Law Society to recognise where particular member demographics needed the greatest support and how to respond in order to create the most positive impact.