Reimagining Membership Experiences

Creating a seamless experience for families was at the heart of this project. The goal? To replace an outdated web portal with a modern, intuitive app that simplifies booking activities, managing memberships, and staying connected for parents and carers. My focus was on delivering a personalised, user-friendly design that prioritised families while supporting the organisation’s ambitious growth plans.

Project Overview:

As part of a response to a request for proposal (RFP) from a membership-based organisation, I helped shape the concept and design of a scalable mobile app and CRM solution. The aim was to transform the member experience and improve operational efficiency by replacing outdated systems with an innovative platform tailored to families and staff.

My Role:

In this project, I:

• Led competitor research to explore membership, loyalty, personalisation, and omnichannel experiences.

• Crafted a persona-driven narrative to bring user needs to life and demonstrate how the app could solve real-world challenges.

• Developed extensive wireframes and conducted ideation sessions to explore and refine design concepts.

• Designed high-fidelity screens to illustrate key user journeys, aligning them with the organisation’s brand and strategic goals.