CPA Australia
A streamlined membership application improving conversion and assessment efficiency.
PROBLEM
CPA Australia’s membership application was complex and opaque. Applicants couldn’t assess eligibility upfront, leading to confusion, incomplete submissions, and high drop-off. Assessors then spent 40–60% of their time manually verifying information instead of assessing competency.
Solution
A redesigned membership application and assessment experience that made eligibility clear upfront, structured applicant inputs, and shifted assessors from manual verification to decision-making.
Impact
Applicants knew likely pathway and outcomes before committing time or money.
Upfront guidance and AI-assisted document capture will lead reduced friction.
Verification shifted from manual data gathering to competency evaluation.
Discovery outcomes led directly to Slalom winning delivery.
Full process, trade-offs, and artefacts explored in detail
ROLE
Senior UX Designer
Discovery (including qualitative research and testing), problem framing, and experience definition.
TIMEFRAME
12-week discovery
TEAM
Product Owner
Solution Architect
CPA Australia business stakeholders and SMEs
Assessors and applicants across AU, NZ, India, and China
BEFORE
BEFORE
Assessors navigating dense, system-centric screens to manually interpret eligibility, outcomes, and exceptions.
AFTER
Eligibility clarified upfront, setting expectations on pathway, cost, and effort before application.
AFTER
AI scans and structures documents in-flow, enabling accurate predicted assessment.
AFTER
Single assessment view consolidating applicant data, documents, and status.
AFTER
AI-enabled competency matching so assessors validate decisions instead of mapping evidence manually.
