Digital Member Platform

Challenge

BCND represented more than 800 naturopathic doctors across British Columbia, but had no unified digital home. Member directory information, classified advertising, continuing-education records, and member services all lived in disconnected tools and manual processes — a WordPress theme here, a spreadsheet there, a PDF someone had to email out by hand. It created friction for members and real administrative overhead for a small staff.

Approach

I led the strategy, design, and development of a comprehensive member platform from the ground up: mapping the member journey, defining the information architecture, and directing UX and build work across a member directory, classified advertising marketplace, continuing-education resources, and self-serve member services. I worked directly with executive leadership, vendors, and member volunteers to keep the platform aligned with real member needs at every stage — not a wishlist of features, but the handful that made a real difference for members.

Result

The platform launched as the association's central digital ecosystem, serving 800+ healthcare professionals with one login for directory listings, classifieds, CE tracking, and services. Manual admin work dropped, member self-service went up, and the platform became the foundation everything since — the conference, the automation, the brand refresh — has been built on top of.