Member First Design

When:  Jun 2, 2022 from 02:00 PM to 03:00 PM (ET)

CIO Hour - June 2 - 2:00 pm Eastern

Qualifies for 1 CAE Credit toward initial certification or renewal.

Member First Design –

ASAE’s story of unlocking value though outcome driven innovation.

Stories are how we learn best. We absorb numbers and facts and details, but we keep them all glued into our heads with stories.”
Chris Brogan, Author, Marketing Consultant, Journalist, Speaker

We are diving into the story of how ASAE is using outcome driven innovation techniques to improve decision making related to internal system upgrades and improving member experiences.

Explore how ASAE’s recent member focused design exercises helped them break the cycle of designing systems for staff rather than members. Hear a lively exchange between ASAE and their consulting partner Yes& on how they worked closely together to reveal their truths and impact their members.  This approach could be applied by your organization to:  

  • Solve members’ true problems to accelerate your mission
  • Discover the problems members face completing “jobs to be done” while using association systems and how to solve them.
  • Give members what they need rather than what you think they need.
  • Understand how to design systems that meet member needs.

Join us for this eye-opening story and discover a potential path for your association to advance its mission!


Reggie Henry, CAE, Chief Information and Engagement Officer, ASAE

Amy Hissrich MA, CAE, Vice President, Global & Web Strategy, ASAE

Tracy Betts, Senior Vice President Digital Innovation, Yes&


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Donna Teabo
(703) 609-8403