Case Study:
Knights of Columbus
eMembership Application
Background
The Knights of Columbus (KOFC) relied on a legacy, paper-based membership sign-up process. This analog system was cumbersome and lacked user feedback mechanisms. The organization recognized the urgent need to modernize the experience, reduce friction, and capture a new generation of digital-first members. However, the initial digital sign-up application was developed without user input, resulting in poor engagement and high abandonment rates.
Responsibilities
I led a cross-functional team—including product managers, researchers, writers, and engineers.
The objective was to transform the analog sign-up process into a seamless, user-centered digital platform for both mobile and desktop. The goals included dramatically increasing new member sign-ups and engagement, reducing abandonment rates, aligning the digital experience with KOFC’s business objectives, and embedding a culture of design thinking and continuous improvement.
Initiatives
In-Depth User Research & Discovery:
I
Conducted user research and developed journey maps and personas.
Key Insight:
Contrary to initial assumptions,The primary pain points weren’t with the enrollment form, but with confusing and inconsistent communications before and after registration. Users were unclear about who was contacting them and why, causing uncertainty and disengagement.
Business Alignment:
These findings were shared with business stakeholders, who recognized the need for change and committed to streamlining the entire onboarding journey—not just the digital form.
User-Centered Redesign:
Led UX/UI design addressing the full user journey and facilitated stakeholder workshops to align goals and foster innovation.
Iterative Design & Validation:
Developed wireframes and prototypes, prioritized critical features, and integrated feedback through multiple validation sessions.
Team Empowerment & Collaboration:
Mentored design team and established continuous improvement processes.
Seamless Implementation:
Delivered design specifications, monitored development, and adapted based on user feedback.
Outcomes
The digital transformation of the KOFC membership application produced outstanding, measurable business outcomes:
400% Increase in New Digital Memberships:
Within the first year of launch, new digital memberships quadrupled, setting a new organizational benchmark for member growth.
Significant Drop in Abandonment Rates:
Streamlined user flows and data-driven optimizations led to a dramatic reduction in sign-up drop-offs, particularly after the first screen.
Enhanced User Satisfaction:
Post-launch surveys and usability metrics showed a marked improvement in user satisfaction and ease of use.
Improved Communication & Onboarding:
By addressing the root causes of confusion in pre- and post-registration communications, the onboarding journey became more transparent and cohesive, further reducing user friction.
Cultural Shift Toward Innovation:
The project instilled a lasting culture of design thinking and user-centricity, influencing subsequent digital initiatives across the organization.
Sustainable Continuous Improvement:
Established ongoing feedback mechanisms and iterative design processes, ensuring the platform remains responsive to evolving user and business needs.