CITT (Canadian Institute of Traffic and Transportation) is one of North America’s leading professional development hub in logistics and transportation.
CITT is a member-based association which is committed to advancing the industry by providing certification (CCLP - CITT-Certified Logistics Professional), extensive training, and networking opportunities. CITT is a vital connector among industry professionals, businesses, and educational institutions, facilitating collaboration and fostering a community of practice and learning across the logistics sector. CITT has been a centralized hub dedicated to the advancement of professionals and businesses in the sector for the last 65 years.
CITT's website was in need of an overhaul. The site navigation and organization of content was negatively impacting the user engagement. The marketing team could not use the existing Content Management System (CMS), and constant support from technical staff and an external vendor was required. The timing of this update was critical as it coincided with a strategic shift to expand education offerings to their highly engaged members.
CITT was struggling with efficiency issues in managing and leveraging the website to provide the level of service their brand was known for. CITT aimed to transition from focusing solely on membership and certifications to becoming a hub for networking, recognizing industry schools, and fostering connections between businesses and educational institutions.
The website redesign was intended to counter existing challenges by increasing user engagement through improved navigation and content organization. A new enterprise CMS was implemented to enable the marketing team to execute their strategy with greater flexibility, increasing efficiency and lowering management costs. This strategic shift was designed to empower the marketing team to drive engagement and streamline operations.
Tennis collaborated extensively with CITT, utilizing our HOLO framework to clearly define the project's objectives. This approach allowed us to effectively shape the strategic direction and thoroughly restructure CITT's content architecture, making the site easier to navigate with a renewed focus on user acquisition. Our comprehensive redesign services, strategic consultation, and collaborative development, elevated CITT's expanded mission, significantly improving traction and conversions.
“Our site was very dated, and we noticed a huge unmet need from our members for education. We loved Tennis’s strategic approach and your commitment to understanding our strategy and working backward from there into design and technology”
The website overhaul successfully modernized CITT's online presence and architecture, significantly enhancing user experience and resource access. The redesign supported CITT's strategic pivot by improving engagement and functionality, strengthening its industry role. Through our efforts, the new site architecture now supports strategic initiatives, offering a streamlined user journey and enhanced engagement opportunities. Enrolment and user satisfaction increased dramatically once the new site was deployed and the marketing team gained traction with new campaigns.
