An effective website redesign strategy helped the Ontario Real Estate Association (OREA) strengthen long-term member engagement.


Web Strategy, User Research, Responsive Web UX Design, Usability Testing & Front-end Development


Case study overview
OREA UX Web Design

The challenge

OREA educates and certifies Ontario REALTORS and provides support and services to more than 70,000 members. That dual role posed a challenge for the Association’s website: should training and certification be separate from member services, or should the two sides be presented together? At the same time, OREA faced the perennial problem confronting many member-driven associations of how to communicate the value it offers.

OREA web strategy workshop

Akendi’s insights were eye-opening. We’d been so focused on the distinctness of our two business lines. It was a revelation to understand the user experience as one journey. The final outcome exceeded our expectations.

Director Information Technology,
Tharma Athiththan

OREA member and student personas research
OREA web strategy workshops OREA member and student personas research

Our approach

Member and student Personas and user lifecycle showed that despite the two parts of OREA’s business, the member experience follows a single continuum. Prospects become trainees, who become certified REALTORS and ultimately OREA members.

Our proposed web strategy and redesign reflected that continuum by unifying the two sides of the site. We provided guidance to OREA’s internal writers so they can generate engaging, on-brand content on an ongoing basis.

OREA web wireframe design OREA Web Information Architecture OREA web usability testing OREA web style guide

The new website is designed as an inspirational, communal space for all users, no matter where in the lifecycle they are. To create a sense of community, the site features aspirational images of Realtors and invites engagement and action through prominent buttons, links and practical interactivity. At the same time, all that functionality provides immediate proof of the value OREA delivers to members, cementing loyalty.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.