The Canadian Bankers Association (CBA) undertook an enterprise website redesign to better support its role as a national voice for Canada’s banking sector. The existing platform had become a bottleneck—slowing publishing, obscuring audience priorities, and limiting the organisation’s ability to scale bilingual, accessible content. Tennis partnered with the CBA to redesign the site around audience intent, operational efficiency, and long-term strategic alignment—creating an enterprise website designed to strengthen the organisation’s online presence and brand identity.
Founded in 1891, the Canadian Bankers Association (CBA) is a national association representing more than 60 domestic and foreign banks operating in Canada. The CBA plays a central role in policy advocacy, public education, and financial literacy, serving policymakers, elected officials, media, and the Canadian public with trusted, authoritative information.
The CBA’s website functioned as a critical public resource, but its underlying structure no longer supported the organisation’s needs.
The site architecture was misaligned with the CBA’s audiences and content goals, making it difficult to distinguish between public-facing educational resources and policy-driven materials intended for government and media audiences. Page structures were repetitive and inflexible, and publishing workflows were slow enough that staff often avoided updating the site altogether—a common failure mode in large association website redesigns, where platform and structure decisions quietly undermine member and stakeholder experience.
At the same time, the organisation faced growing pressure to support full English and French parity, meet modern accessibility standards, and present itself with the clarity and authority expected of a national institution. Incremental fixes were no longer sufficient—the platform required a fundamental rethink.
For an organisation like the CBA, the website is not a marketing asset alone; it is advocacy infrastructure.
Delays in publishing, unclear audience segmentation, or accessibility gaps risked undermining credibility with policymakers and media, while internal friction limited the team’s ability to respond quickly to emerging issues. Leadership needed a platform that could support strategic priorities without increasing operational complexity or cost—something that requires clarity well before design or development begins.
This enterprise website redesign focused on building a scalable association website that supports long-term governance, brand identity, and evolving business objectives. Rather than optimising for surface-level visual appeal, the work prioritised a user-centric experience through intuitive navigation, responsive design, and content structures aligned to a clearly defined target audience. This ensured the CBA’s website could serve both public education needs and policy stakeholders without increasing operational complexity.
The resulting enterprise website design supports consistent experiences across desktop and mobile devices, ensuring mobile responsiveness without compromising clarity or governance.
Tennis led the project with a holistic, audience-centred strategy, grounded in a helping, not selling approach to digital decision-making. We worked closely with the CBA to:
As part of discovery, Tennis conducted a comprehensive audit of existing content to determine what should be retained, restructured, or retired—often revealing CMS constraints that had quietly slowed publishing and governance over time. Low-fidelity wireframes were used early in the design process to establish layout and functionality before visual refinement. Stakeholder alignment sessions helped define scope, priorities, and decision-making criteria, reducing the risk of scope creep during the redesign.
Design was delivered rapidly, with focused exploration completed in weeks, while the broader rebuild progressed over a six-to-eight-month timeline.
This work was delivered as part of Tennis’s Website Design and Development practice, including:
As a professional association, the CBA relies on its website as a primary channel for keeping stakeholders informed and supporting engagement at scale. The redesigned enterprise website strengthens the organisation’s online presence by making it easier for users to discover relevant content, navigate between key sections, and understand the CBA’s role within Canada’s financial system. The result is a well-designed website that supports credibility, clarity, and long-term sustainability.
A comprehensive URL mapping and redirect strategy was implemented to preserve content continuity and minimise disruption as the new site replaced legacy structures. Structural improvements also support clearer indexing for search engines, without relying on short-term optimisation tactics.
Internally, publishing is faster and more confident, with staff able to manage content and assets without relying on developers. Content is now more clearly segmented and consolidated, reducing duplication and making ownership more intuitive.
Externally, policymakers, media, and the public can more easily find relevant information, move between high-level overviews and detailed resources, and engage with the organisation through streamlined self-service pathways.
Most importantly, the platform now reflects the CBA’s role and reputation—supporting bilingual delivery and accessibility while aligning closely with the organisation’s mission and brand.
