Role
UX designer
Team
3 designer
4 developers
1 product manager
Timeline
Nov-Mar 2024
Tools
Figma lark
Summary
Revamp the current membership program to introduce a new feature that allows users to purchase a membership for access to special pricing.
Impact:
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Attracts 14,000+ loyal customers.
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Significantly boosts repurchase rates.
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Increases overall company profit.
Problems:
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Upfront Cost:
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Potential members may be hesitant to pay upfront for a membership without fully understanding or experiencing the value it provides.
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There may be concerns about the return on investment for the membership fee.
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Value Perception:
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Customers need clear communication on how much they can save through special prices to justify the membership cost.
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Without transparent and attractive savings, customers might not see the value in the new membership program.
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Program Transition:
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Existing privilege members may need convincing to transition to or additionally purchase the plus membership.
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There could be confusion about the differences and benefits of each membership type.
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1. Addressing Barriers
Focus on reducing eligibility barriers and clearly communicating the value proposition of both membership programs.
2. Enhancing Benefits
Consider ways to enhance the benefits of both programs to increase engagement and perceived value.
3. Customer Education
Implement strategies to educate customers on the differences, benefits, and savings associated with each membership type.
Final design
