The member journey and the website: use the core model to create a better experience
The Core Model is the tool we use to ensure you prioritize correctly on your website. The model helps you identify key points in the member journey where members get their top tasks done.
Sven Hognestad 
The Core Model is a simple but effective framework for designing digital products and services that meet user needs while meeting business objectives. The model consists of six elements that help you focus on what really matters:
- Target audience: Who are your users?
- User tasks: What do users come to the website/app to do?
- Solution goals: What do you want to achieve?
- Weigh in: How will users find your solution?
- Core content: What is the best solution?
- Ways forward: What do you want to happen next?
How to use the core model for the member journey and website
It’s about creating an online experience that helps members complete their most important tasks—from signing up, to finding information, attending events, or networking. Here’s how you can use the core model to design a better member journey on your website:
1. Identify the target audience: who are your members?
First, you need to understand who your members are. Only you know what data is important to know. Some need to know gender and age, while for others it is irrelevant. Typically, the most important data points revolve around needs, motivations, and challenges.
Track:
- Who are the primary users of your website?
- What are their goals and challenges?
- How do they use the website today?
2. Define the user tasks: What will the members come to do?
The next step is to identify the most important tasks members are trying to complete on your website. This could be anything from signing up, to finding information about events, or downloading resources.
Track:
- What are the most important tasks that the members are trying to solve?
- What challenges do they face when trying to complete these tasks?
We most often answer this question by setting up a top task survey on the website. Read more about it here.
3. Set goals for the solution: What do you want to achieve?
Once you understand your members' needs, it's time to define what you want to achieve with your website. This could be anything from increasing member engagement to increasing event registrations.
Track:
- What are your most important business goals?
- How can the website help you achieve these goals?
Example:
If your goal is to increase member recruitment, and one of your top tasks is to implement something you can cover with your membership benefits, you can design a core page to highlight the benefits of membership and make it easy to sign up.
4. Design matters: How will members find their way?
Once you know what your members want to do and what you want to achieve, the next step is to design how members will find your solutions. This includes everything from search functions and navigation menus and links, to communication in the platforms where members are located.
Track:
- How can you make it easy for members to find what they're looking for?
- What channels (like email, social media, or ads) can you use to drive members to the website?
5. Create the core content: What is the best solution?
The core content is the actual solution to the members' tasks. This can be anything from an event registration page to a member portal with exclusive resources.
Track:
- What is the best way to solve the members' tasks?
- How can you present the information in a clear and engaging way?
6. Plan ways forward: What do you want to happen next?
Finally, you need to think about what will happen after members have completed their tasks. This could be anything from encouraging them to attend more events, to inviting them to become ambassadors for the organization.
Track:
- How can you maintain engagement after the task is completed?
- What actions would you like members to take next?
Example:
If a member has registered for an event, you can send a follow-up email with information about upcoming events or other relevant resources.
Benefits of using the core model
- Focus on what matters: By prioritizing your members' top tasks, you ensure that your website provides high value.
- Interdisciplinary collaboration: The core model creates a common language and a common understanding of what needs to be created.
- Concrete solutions: The model helps you take concrete actions.
From need to value
The Core Model is a simple yet powerful tool for designing an online experience that truly matters to your members. By taking your members’ needs and your business goals as a starting point, you can create a member journey that is both engaging and effective. As the father of the Core Model, Are Halland, says: “Start with the answer – the rest follows.”
Return to main page: Everything you need to know about member travel