ACTIVE Advantage
Company Brief
ACTIVE Advantage is an active lifestyle membership program designed to support and encourage an active lifestyle by providing exclusive discounts on thousands of activities.
The Problem
The Active Advantage brand is plagued with a bad rep due to previous poor brand choices. Users are discontinuing their memberships or not signing up due to the poor brand perception, difficulty redeeming benefits, and confusing information as to exactly what Active Advantage is. This is a problem because the business is receiving poor reviews online and losing revenue due to users feeling scammed into the membership.
The Goal
Craft an energetic, consistent, trustworthy brand that increases user engagement, new membership enrollment, and make existing benefits easier for current members to redeem.
Responsibilities
Orchestrated brand overhaul, voice & tone chart, created information architecture, wireframing, and designed user interface.
Tools
Google docs, Flowmapp, Sketch
Research
Discover the root problem and the user
To get a solid understanding of existing usability pain points, I performed a heuristics review on the website and all conversion points for the membership across the ACTIVE Network ecosystem. A review was also done of survey results, google reviews, and internal teams (CX and Sales) which gave me insight into potential customer’s and existing customer’s pain points.
Key Findings
- Poor reputation online
- Confusion over how to redeem benefits
- Misconception that Advantage is only for endurance lifestyles
Exploration
Researched existing membership programs and studied how they personalized and marketed their membership programs to convert new members and keep existing ones.
Ideation
In order to turn the brand around, we needed re-evaluate the membership program from top to bottom. I led the team through a new creative brief that established a new direction. The next step involved me creating the new information architecture and then drafting sketches and low fidelity wireframes.
Design
Here are the main website screens of the home, benefits, and benefit redemption pages. Focusing on bringing the new brand to life, I improved usability and brand issues by making benefits easier to redeem for current members, clarifying membership benefits and process, simplifying site navigation, and highlighting the value proposition to convert new members.
Project Learnings
Things I learned from this project:
- Establishing trust is important especially for membership programs. It’s important to be as transparent as you can and make the user fully understands what they’re getting into.
- Keeping members is a lot harder then converting new members. A brand must engage with members as well as personalize the experience so members feel the membership is truly something that makes life easier for them.