Modernising FOCAL’s Digital Infrastructure and Membership Experience – Case Study
Modernising FOCAL’s Digital Infrastructure and Membership Experience – Case Study
This project marked a major transformation for FOCAL International — modernising a fragmented digital ecosystem and enabling smarter, more scalable engagement with its global membership. As Product Manager, I led the redesign of the organisation’s public-facing website alongside a full CRM integration with Zoho, introducing automation, enhanced UX, and measurable operational improvements.
The old platform, built in 2010, was no longer fit for purpose. Manual workflows drained time and created friction, while disconnected subdomains led to inconsistent user experiences. Our goal was to unify FOCAL’s tools and data into one seamless system — aligning the public site, membership database, financial processing, and communication workflows into a streamlined solution.
By combining Craft CMS with Zoho CRM, Zoho Subscriptions, and Zoho Flow, we introduced automated membership renewals, self-service features, and smarter segmentation. The redesigned website supported dynamic member directories, tools like Footage Finder and Skills & Services Finder, and responsive layouts optimised for mobile. Usage grew rapidly post-launch, with new users up 72% and organic traffic more than doubling. The result is a scalable, modernised platform that supports FOCAL’s strategic ambitions and reaffirms its leadership in the audiovisual archives space.
