Industry: Trade union, political organisations
Service type: Strategy, journey
Size: M
Designing IDA’s digital ambition with a journey-led mindset
IDA (The Danish Union for Engineers) faced fragmented digital experiences across its digital channels, risking member frustration and missed opportunities for engagement. Together with IDA, we developed a unified ambition for the digital member experience to connect their digital ecosystem into a seamless, member-centric journey — laying a strategic and practical foundation for relevant, engaging, and consistent experiences across the entire member lifecycle.
About IDA
Nominated for Best Danish Union in 2025, IDA is a professional association and trade union for engineers, technology specialists, and STEM students in Denmark. With more than 150,000 members, IDA supports professional development, offers career services, organizes events and courses, and advocates for better conditions for engineers and technology professionals. IDA also works to strengthen innovation, technology, and sustainability in society.
Challenge
IDA has a well-defined vision for 2030 and an overarching strategy for 2026. IDA aims to contribute to creating a better future for its members and society. In order to fulfil this ambition, IDA accept the responsibility to increase their influence on social development within IDA's core areas and to make their efforts more effective.
The strategy therefore has three main focusses:
1) Good and value-creating lives for members
2) The professional communities of the future
3) Impact on the society around IDA
However, following major technical updates to IDA.dk and the expansion of the app to employed members in 2025, it became clear that members experienced IDA’s services in silos — with different departments creating disconnected touchpoints. Without a shared direction, digital experiences felt inconsistent, undermining IDA’s ambition to support members seamlessly from student life through professional careers and beyond.
IDA needed a unified digital ambition to:
Establish a consistent, engaging, and holistic member journey across digital channels, first focusing on web and app.
Align digital efforts across departments and value streams.
Anchor a more member-driven, outside-in mindset throughout the organization.
Our role
IDA chose DAY21 based on our proven track record with journey mapping, taxonomy, and digital product design across the organization. Our deep understanding of IDA’s members and digital ecosystem, combined with our ability to bridge strategy and execution, made us the ideal partner to develop a channel strategy that was both visionary and actionable.
Approach
From May to June 2025, we executed a focused, insight-driven process designed for fast delivery so IDA could begin implementing the strategy immediately after summer:
Kick-off and alignment:
Defined objectives, success criteria, governance, and stakeholder involvement.
Strategic research:
Conducted a desk study, interviews, and focus groups across IDA’s departments and value streams.
Analyzed existing strategies, member satisfaction surveys, technical landscapes, and processes.
Synthesized findings into nine key themes revealing challenges and opportunities across IDA’s digital ecosystem, from personalization to technology and international member needs.
Vision and strategy development: Ran four workshops with IDA stakeholders:
Vision workshop: Crafted a shared 2030 vision for member experiences across web and app.
Journey workshop: Defined the member lifecycle with key life situations, milestones, and prioritized journeys.
Strategy workshop: Identified seven strategic focus areas to transform challenges into opportunities.
Roadmap workshop: Prioritized challenges into a problem roadmap aligned with the shared vision.
Actionable strategy and roadmap
Developed seven prioritized strategic focus areas, each with detailed initiatives linked to specific challenges, desired value for members and business, and timelines.
Structured the roadmap into three horizons:
Foundation & pilots (0-12 months): Establishing a shared direction and launching pilot projects.
Alignment & scaling (12-24 months): Achieving seamless transitions across journeys and building robust data foundations.
Excellence (24+ months): Embedding a journey-driven mindset and continuous optimization to realize the 2030 vision.
Solution
The final deliverables provided IDA with a comprehensive yet practical digital ambition, including:
Knowledge base: Nine thematic areas with detailed challenges and optimization opportunities.
Channel strategy vision and visual scenarios: A shared aspiration for 2030, illustrated with six concrete examples of how web and app experiences could feel for different member groups.
Action plan: Seven strategic focus areas with 6-15 initiatives each, prioritized in a roadmap spanning three horizons.
User journey framework: A lifecycle-based framework in TheyDo (journey management platform), mapping prioritized journeys linked to departments, value streams, and business objectives.
Expected impact
The ambition, delivered in July 2025, will succeed as IDA begins implementing prioritized initiatives and measuring a positive effect across their measuring points, objectives and KPIs – e.g. member engagement, satisfaction, and digital experience quality. Over time, it will help IDA embed a member-first mindset across the organization, creating stronger, more enduring relationships with current and future members.
