Digital Transformation for NYU’s Psychoanalytic Group.

Psychoanalytic Association of New York (PANY) needed a new way to present itself to the world, as well as the CRM and member infrastructure to support their growth.

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The Challenge

The Institute for Psychoanalytic Education, affiliated with NYU Langone Health, rebranded into Psychoanalytic Association of New York (PANY). They needed a fresh, modern way to represent its members, as well as communicate the high-caliber curriculum to prospective students. Their existing web presence wasn’t something that accurately reflected the amazing work they do, and updates/edits could be tumultuous. PANY also needed a way to better track their members, faculty and students, with supporting technology and processes to streamline internal operations. Managing academic activities was entirely a manual process. Lastly, they needed to a full rebrand to communicate both voice and visuals for the new organization they were becoming.

The Solution

A new, self-managed site that invoked the spirit of the organization was the first order of business. Extracting and promoting their top-notch organizational knowledge and insight was crucial in attracting the best and brightest student candidates. With PANY’s extensive events, it was imperative to bring their events and programming into the forefront. A faculty directory allows users to quickly find exactly who they’re looking for in a particular professional, also providing faculty members a meaningful and direct way to connect to people in need of their care.

Using Salesforce as the CRM backbone paired with Formstack software, we interpreted and operationalized their requirements for capturing, tracking and managing their different constituencies, including faculty members, prospects and current student candidates. By removing data silos, and integrating everything under one digital roof, they were now able to have a consolidated, 360-degree view of their faculty and students.

Lastly – branding (both brand voice and visuals) were established as the new PANY.

How We Got There.

Through an intense, insanely productive two-day Discovery session at PANY’s office in Manhattan, we became fully immersed in their organization. We understood their objectives, what was needed, and any potential turbulence that was preventing the goals from being achieved. To optimize our time together, we started the wireframing process during the first evening to present our initial drafts the following day. We were already off to an amazing start, and even had a working site prototype before leaving NYC.

Even though we front loaded the wireframing and prototyping, we still needed to go through our process and approach. The personas captured the different ‘buckets’ of their people, and documented what they needed out of their new digital and process infrastructure. The moodboarding allowed everyone to be on the same page from an aesthetic perspective. The competitive and content analysis allowed us to see what they were doing right, as well as what they could be tweaking.

For CRM, we understood their ‘as is’ process that was primarily comprised of a series of Word and Excel files. We gathered requirements for the specific security and privacy necessary for the student training data. Capturing and tracking progress with a better way for faculty and student candidates to provide their inputs in a better key. We built/ configured their Salesforce instance to work for them and paired it with Formstack. This allowed us to create several dozen forms that could be updated or cloned to be used every academic year that seamlessly updated Salesforce records. We wanted the technology to support their needs, versus them working for the technology.

Simultaneous to all of this, we were also handling their new branding. Our designer worked arm-in-arm with them to create different visuals that could help them evolve their brand and fit into their new look and feel.

Through an iterative, collaborative approach that revolved around prototyping – we became one team, and effortlessly launched.

*To respect client data privacy, the Salesforce screenshot is for demo purposes only. All other screenshots are from this client project.