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
Applicants committing time and money before knowing their eligibility, filling out long forms with little guidance.
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.
