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Video Series: A Behind-the-Scenes Look at a Purposeful Website Redesign
Explore the strategy, decision-making, and real-world impact of transforming a digital front door with MembersFirst.

This video series offers a front-row seat to the planning, collaboration, and strategic thinking behind a full website redesign—serving both internal efficiencies and outward-facing brand goals. Through interviews with Kelly Grabowsky, Managing Director of FLCMAA, each clip explores a specific stage of the journey, from early decision points to long-term digital strategy, providing valuable insights for clubs, chapters, and associations alike.

OPERATIONS

Rethinking the Website as a Capital Project

“We called it a digital renovation. More than a redesign… we took it down to the studs and rebuilt exactly the way we wanted.”

INSIGHTS

Data Meets Instinct

“Some of it was from the gut… but we’re data-driven folks, and Google Analytics gave us the green light to make real changes.”

EFFICIENCY

Doing More with a Team of Two

“We looked at what was inefficient from the start—then built tools that save time, reduce questions, and improve consistency.”

MEMBER EXPERIENCE

It’s Like Driving a Ferrari

“It’s super cool and super fast”—that’s how one member described the new site. Partners love their upgraded visibility, too.

BRANDING

Establishing a Cohesive Digital Brand

“You can look at something and go, that’s FLCMAA.”

CONVENIENCE

Delivering a Unified Experience That Follows the Member

“I don’t expect them to be tied to their desktop to get the information they need for the fun stuff.”

TEAMWORK

Turning Vision into Reality Through Trust and Partnership

“We had it all drafted on paper—but how do you bring that to life?”

WEBSITE

When Your Website Becomes a Point of Pride

“We want our members to share the website — to say, ‘Look at our website… this is amazing.’”

POWERED BY

Where Front-End Design Meets Back-End Power

“The Jonas component gave us the reporting and structure we needed behind the sleek interface.”

DIRECTION

It’s Not Just Design—It’s Definition

“We thought we were redesigning a website. MembersFirst made sure we defined who we are first—then brought it to life.”

WHAT’S NEXT

What’s Next Is Just as Important

“Now that the site is live, we’re looking at what’s next—mobile app enhancements, data insights, and continued innovation.”

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A Digital Renovation, Not Just a Redesign
Rethinking the Website as a Capital Project
The project was described as a “digital renovation,” likened to a capital improvement in a physical club. The team stripped the site “to the studs” and rebuilt it, creating a refreshed digital foundation that aligned with the club’s identity.
Using Google Analytics and member feedback to refine content.
Data Meets Instinct
The redesign combined gut instinct from longtime users with hard data from Google Analytics. Power users and staff helped flag unused or confusing areas, while analytics confirmed what could safely be removed. The goal was to replace static, unused content with impactful features.
Reducing inefficiencies with inquiry forms and clear navigation.
Doing More with a Team of Two
To manage servicing over 2,000 members with a small team, the redesign emphasized efficiency. New inquiry forms and clearer navigation streamlined communication, reduced repetitive questions, and ensured members had access to key information.
Positive feedback highlights improved navigation and partner visibility.
It’s Like Driving a Ferrari
Members and partners praised the redesign, especially its clean look and easy navigation. Partners benefited from more prominent placement on the site, strengthening their visibility.
Creating a consistent style guide across platforms.
Establishing a Cohesive Digital Brand
The redesign included the creation of a digital style guide (fonts, colors, themes) that established a consistent identity. These design elements were extended into emails, apps, and flyers to ensure brand recognition across all digital touchpoints.
Building synergy between the website, mobile app, and social media.
Delivering a Unified Experience That Follows the Member
The redesign was seen as part of a larger digital ecosystem that included social media and the mobile app. A modern experience across all channels was essential to meet member needs, especially since members engage with “fun” content away from their desktops.
Collaboration and trust brought the vision to life.
Turning Vision into Reality Through Trust and Partnership
MembersFirst played a crucial role in executing the redesign. Their collaborative approach allowed brainstorming, feedback, and testing of ideas without judgment. This partnership helped refine and elevate the project beyond the initial vision.
Balancing usability for current members and appeal for prospects.
When Your Website Becomes a Point of Pride
The site had to be functional for existing members while also serving as a marketing tool for potential members, students, and partners. By highlighting speakers, partners, and industry information, the website became a showcase of pride for members to share.
Ensuring both design and back-end functionality worked hand in hand.
Where Front-End Design Meets Back-End Power
Jonas provided critical support on the functional and reporting side of the redesign. While MembersFirst focused on look and navigation, Jonas ensured the back-end reporting and data flows were effective, making the site both attractive and functional.
Know your brand, prepare thoroughly, and ensure it’s not just a training issue.
It’s Not Just Design—It’s Definition
Before committing to a redesign, clubs should confirm whether training could solve current issues. Preparation—like brand definition, competitive research, and gathering examples—was critical to making the process smooth and effective.
Expanding improvements into mobile and continuously refreshing content.
What’s Next Is Just as Important
The team plans to extend redesign improvements into the mobile app and continue integrating branding into other channels. They’ll use quarterly Google Analytics reviews to evaluate performance, refresh content, and identify new opportunities.