Selected work / AAA ClubLabs / Design concept
Designing a more relevant path to membership
How might we help visitors understand the value of membership and find a useful next step?
The business problem
Membership acquisition depends on helping visitors see why joining is relevant to them. Visitors arrive with different questions and levels of intent, so the experience needs to support exploration as well as a decision to join.
The decision I drove
I developed a journey concept that starts with a useful default experience and adapts when visitors show what they want to explore. The design gives visitors a clear next step while keeping the membership offer consistent.
How I approach delivery
As Innovation Pod Lead, I work across product, UX, analytics, engineering, and marketing. For a journey like this, I use those perspectives to agree on the customer problem, narrow the first release, and define the experience and test before build.
What the concept produced
The deliverable is a journey design that connects the visitor’s intent to a relevant next step and gives the team a basis for deciding what to test first. This case describes the concept and its evaluation plan.
How I would evaluate it
I’d compare the experience with the default journey. I’d look at membership starts and completed joins, then review where visitors leave the flow to understand what to improve next.