Engineers Australia UX Optimisation for Growth
Sonar collaborated with Engineers Australia to optimise key pages in the membership journey, resulting in a dramatic increase in engagement and conversion through smarter UX and content decisions.
The Challenge
Engineers Australia (EA) identified that some of their most important digital touchpoints including; the Homepage, Membership Landing Page, and Member Type pages, were not performing at the level required to support member acquisition goals.
User journeys lacked clarity, friction was high, and prospective members weren’t being effectively guided toward creating an account.
The project initiative was grounded in a clear commercial objective: to generate 500 new members as a direct outcome of the optimisation work (a 4% uplift). With more than 200+ qualified conversions needed to break even, the project carried a strong performance mandate and required measurable improvements to justify investment.
The Solution
Sonar led an intensive 8-sprint optimisation program, bringing our full UX, strategy, and MarTech capability to Engineers Australia. We began with a deep discovery phase. Running cross-functional workshops, analysing analytics and behaviour flows, conducting SEO and technical audits, reviewing competitor experiences, and interviewing internal stakeholders across all major member segments. This gave us a precise view of the friction points holding back engagement and conversion.
Building on these insights, Sonar co-designed the solution alongside EA’s Marketing and IT teams. We developed and tested new UX patterns, navigation structures, and page layouts for the Homepage, Product Pages, and Membership Pathways. Validating every decision through data, behaviour insight, and real user intent.
Sonar owned both the design and the build, including rewriting key content and deploying the updated experience across all devices to ensure consistency and performance.
A major outcome was a completely redesigned global navigation system and a suite of optimised templates that made it significantly easier for users to understand membership options and move through the journey with clarity and confidence. The result: a modern, scalable UX foundation designed to drive measurable growth.
The Results
The redesigned experience produced a measurable step-change in performance. Click-through on Join CTAs increased from 1.0% to 3.1%, validating the impact of Sonar’s UX, IA, and content improvements. Engagement across the membership pathways strengthened, with users moving through the journey with greater intent and clarity.
The project outperformed its break-even conversion target by a wide margin, delivering immediate commercial value. More importantly, it established a scalable UX foundation that will support Engineers Australia’s long-term digital acquisition and growth strategy.
“The new member journey has proven to be more effective and measurable. Sonar’s structured, collaborative process gave us clarity and confidence at every stage.”
Richard Riboni
General Manager Marketing
