IAAPA, the global association for the attractions industry, connects operators, creators, and innovators from theme parks to waterparks and everything in between. But their website wasn’t delivering the experience their members needed. Despite offering a wide range of member benefits—from research and education to events and advocacy—users simply couldn’t find them.
Reinventing IAAPA.org
Reinventing IAAPA.org for More Connected Member Experience
IAAPA, the global association for the attractions industry, connects operators, creators, and innovators from theme parks to waterparks and everything in between. But their website wasn’t delivering the experience their members needed. Despite offering a wide range of member benefits—from research and education to events and advocacy—users simply couldn’t find them.
Members couldn’t get to the content and didn’t understand the full range of benefits they were entitled to as members.
As Taoti dug deeper into the needs of the association, we found out that IAAPA needed help with demonstrating value to its members, attracting new ones, and elevating the public perception of the attractions industry.
Personalization Isn’t a Feature, It’s the Strategy
IAAPA looked to Taoti to conceptualize, design, and develop a new website that centers personalization as the organizing principle. The new site surfaces relevant content to users based on region, role, and interests.
From the moment a user lands on IAAPA.org, regional and language detection serve up curated content. Once logged in, members get contextual calls to action, a personalized research hub, and Expo pages that adapt based on what IAAPA knows about its members. A persistent “My Membership” dropdown anchors the experience, with quick access to personalized benefits, renewals, and registrations.
Design, Content, and Development in Concert
The project kicked off with a collaborative workshop that aligned stakeholders to metrics and KPI goals which directly shaped the discovery phase. Through member surveys, stakeholder interviews, and a competitive audit, we uncovered the disconnects between IAAPA’s ambitions and its user experience.
One of the most valuable insights came from new board members, who emphasized how critical it was for the website to align with evolving board priorities—especially the goal of attracting recent graduates. Their perspective guided us to reimagine the member journey, identifying key gaps and opportunities where new website features could engage, inspire, and excite the next generation of IAAPA members.
While Taoti explored new website features and mapped content architecture, the team also aligned taxonomy and personalization logic with IAAPA’s legacy systems to ensure a seamless experience. Working collaboratively across strategy, design, and content, Taoti produced wireframes, mood boards, and style guides that brought to life a bold yet approachable interface. The development phase, built on a modular Drupal foundation, focused on smooth integrations with Salesforce, Fonteva, and Connect+.
A rebuilt Global Attractions Calendar, localized Expo microsites, and tools for GDPR compliance underscored the global nature of IAAPA’s audience and ensured the site delivered for members whether they were in Dubai or Des Moines.
Immediate Impact and a Foundation for the Future
The results made it clear—Taoti designed and delivered exactly the right features to connect with users and drive engagement where it mattered most. Engagement on the “Your Benefits” page increased by 54%, proving that the new structure helped members understand and explore their benefits more deeply.
Sponsor visibility pages jumped by as much as 73%, reflecting stronger pathways for revenue-generating content and increased exposure for partners.
The “About” page saw a 61.5% decrease in traffic, a clear indicator that users no longer needed to rely on general organizational content to navigate the site—they were finding what they needed faster, and in the right places. Key destinations like “Your Benefits,” “Member Dashboard,” and “Renew Your Membership” all saw double-digit engagement increases.
Site traffic remained steady after launch, demonstrating that the redesigned experience supported IAAPA’s Expo surges without sacrificing long-term member engagement.
The redesigned IAAPA.org reintroduces the association as the definitive hub for the global attractions industry—an ecosystem as advanced, data-driven, and dynamic as the sectors it inspires. Taoti transformed a maze of disconnected systems into a seamless, intuitive platform that makes finding value effortless. Members can now discover benefits, access research, and engage with education tools that reflect the innovation driving their work. The result is a rebuilt digital foundation that elevates the industry’s reputation, redefines member experience, and reinforces IAAPA’s position as a bold, forward-thinking leader shaping what’s next.
