American Society of Association Executives

Creating a system of sites to empower members with the resources they need to excel as association executives.   |   Interactive Mobile-First Wireframes    pw: V3lir!

ASAE represents more than 21,000 association executives and industry partners representing more than 9,300 organizations. They engaged Velir with the goals of wanting to convert more prospects to members, increase purchases of their resources and increase member retention. We partnered with Brain Traffic, collaborating on the content strategy.


My Role

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  1. Gathered business goals through stakeholder interviews.
  2. Led a two-day collaborative sketching workshop with stakeholders, and the content strategist from Brain Traffic.
  3. Worked closely with Brain Traffic on content strategy and personas.
  4. Created mobile-first wireframes with real content. 

Client Feedback after the Project Kick-off

Thank you so much for creating such a valuable two days for us here at ASAE. Ned, you did a great job facilitating and walking a difficult line between encouraging exploration and conveying effective web practices. To both the Velir team and Meghan, thank you as well for working so well together. As we were reflecting internally on the two days we were commenting on how nice (and impressive) it was to see two teams work so well together from honoring each other’s expertise to facilitating the conversations together as/where appropriate.

We have two great partners and we’re in a great position to move forward to create a new kind of more focused and more engaging site for ASAE.

Amy Hissrich, VP of Web Strategies and Communications, ASAE


Interactive Mobile-First Wireframes