One of the structuring challenges of this redesign was the user experience. The existing site had been built over time, without a clear framework: heterogeneous structure, redundant content, inconsistent design and unclear user journeys. Before any design decisions, we refocused the work on the essentials: identifying audiences, understanding their motivations and defining expected actions. Two priority audiences guided the entire project: association members, who seek quick access to information and support, and future members, who need to understand the value of membership, be reassured and be able to register simply. This clarification allowed us to rebuild a more logical structure and more direct user journeys, serving a clearer, more effective site better aligned with its objectives.