eMembership
Challenge:
The Membership sign-up application was designed without the benefit of having user feedback to provide better input to the process. To move forward and prevent the large amount of drop-offs after the first screen in the sign-up sequence, user feedback and behavioral data is needed. This data will test assumptions and help identify user’s needs and pain points with the current sign-up process.
Solution:
The project team collaborated to review all research insights and refine the hypotheses made earlier in the process. From here, the team developed ideas to solve user needs and align the website more with business goals. The idea for redesigning the online membership join experience was to approach a prospective member at any point in the decision making process.
We developed the concept by prioritizing features and planning how to create value, deliver, and capture it over time. As the website started to take shape, we organized additional validation sessions with the users and stakeholders to make sure we were going in the right direction. We created final design mock-ups & specifications and prepped them for development.
