CFA Institute Career Mapping Tool

The aim of this project was to refine a bulk email data­bas­es of prospec­tive stu­dents, by tak­ing them through a 10-step career man­age­ment tool (to deter­mine a suit­able role and learn­ing pro­gram). Ful­ly respon­sive, mobile-friend­ly and IE7 com­pat­i­ble, this site received over 140,000 hits in the first week of launch­ing. Users were able to share their spe­cif­ic result in social media, using bespoke Open Graph API integration.

Cross-platform, Responsive Design

The tool encour­aged engage­ment between the user and the CFA Insti­tute brand and helps the user to deter­mine whether CFA Pro­gram, Clar­i­tas or CIPM is right for them. Ful­ly respon­sive, mobile-friend­ly and IE7 com­pat­i­ble, this site received over 140,000 hits in the first week of launch­ing. Users were then able to share their spe­cif­ic result in social media, using bespoke social media API integration.

Extending the Brand

In con­sul­ta­tion with the CFA’s mar­ket­ing, cre­ative devel­op­ment, edu­ca­tion and web ser­vice teams, ThisC­i­ty were able to enhance the exist­ing cre­ative brand guide­lines using gra­di­ents and ani­ma­tion in order for the imple­men­ta­tion of an attrac­tive, smooth and ele­gant visu­al design.

Metrics & Reporting

All micro-inter­ac­tions with the map­ping tool were mea­sured (e.g. ques­tions answered, quiz com­ple­tions, vis­its, time on site, com­ple­tion, for­wards, shares) and this was reflect­ed the engage­ment with the stu­dent prospects in the CFA Pro­gram, Clar­i­tas and CIPM database.

55
Unique Visitor Conversion (%)
7
Degree Disciplines Targeted
7
Global Key Markets
140,000
Hits in the first week

On this project I was respon­si­ble for:

  • Front-end devel­op­ment
  • User Jour­ney, User Expe­ri­ence and User Interface
  • GA cus­tom cam­paign parameters
  • Back-end host­ing and serv­er configuration
  • Data­base Management
  • Admin­is­tra­tive Documentation
  • Google Ana­lyt­ics reporting
  • Social Media shar­ing integration

Date: 10th February 2014

Client: ThisCity

Category: Code, Product, UX