Membership UI
The Problems
Before introducing the Membership UI, EnthuZiastic’s sales team had to manually convince users to purchase individual courses and apply discounts or offers. This process was time-consuming, inconsistent, and heavily dependent on sales bandwidth. It also made it difficult to scale or offer personalized deals. As a result, user experience was fragmented and conversion rates varied significantly.
Goals
- Reduce manual efforts by the sales team.
- Introduce a seamless, transparent self-service model for users.
- Offer tiered value to encourage course engagement and upsell opportunities.
- Increase overall sales and memberships.
The Team
I followed a user-centered design thinking process, focusing on understanding users’ pain points and business needs. My goal was to create a solution that balanced usability, business value, and technical feasibility through continuous feedback loops and iteration.
1. Identify Business Pain Points & Sales Friction: I began by collaborating with the sales, operations, and marketing teams to uncover key challenges in the current system:
- Sales reps were manually explaining plans, applying discounts, and chasing follow-ups.
- There was no centralized place for users to view or purchase bundled offerings.
- Users had inconsistent experiences, leading to confusion and dropped conversions.
2. UX Research: With internal insights and competitor analysis, I uncovered key user and business needs.
- Users wanted clear pricing and benefits without needing to contact sales.
- Lack of transparency was causing confusion and drop-offs.
- Sales team needed an automated solution to reduce manual follow-ups.
- Competitor models showed that tiered plans and trust signals improved conversions.
3. Defining UX Goals (Set Clear Objective): My aim was to create a seamless, self-serve membership experience that supports both user confidence and business growth.
- Simplify plan selection with clear, side-by-side comparisons.
- Build trust through transparent pricing, benefits, and policies.
- Minimize user friction by reducing clicks and decision fatigue.
- Design for responsiveness across all devices.
- Encourage upgrades and trials through visual hierarchy and CTAs.
- Reduce dependency on the sales team with intuitive, guided navigation.
4. Design & Iteration: I developed wireframes and designed a clean, engaging interface which is aligned with brand guidelines. Created interactive prototypes, refining designs based on continuous feedback using Figma.
5. Handoff & Implementation Support: I delivered developer-ready specifications. ,With business input and competitor research, I established a clear strategy:
EnthuZiastic Annual Membership UI I designed a clean, conversion-focused to clearly present 3 tiered membership options:
- Bronze Plan
- Silver Plan
- Gold Pla
- Over 75% reduction in sales team follow-up calls.
- Sales members no longer need to manually apply discounts or explain course bundles.
- Users can now visually compare all plans and understand the value of each membership tier.
- Users feel empowered to make their own decisions and recognize the benefits of membership.
- 3x increase in course purchases via self-service membership options.
- Memberships contributed to a significant spike in retention.
- Gold plan adoption exceeded expectations, boosting high-value user engagement.
- Clear pricing cards with visual hierarchy for easy comparison
- Tick-mark icons to emphasize features.
- Highlighted “Most Popular” tag for Gold plan.
- Mobile-responsive design with intuitive CTAs.
- Clean separation between features, pricing, and value proposition.
- Users appreciated the clarity in offerings and felt more confident purchasing on their own.
- The value tiers helped users match learning goals with the right membership
- Users now feel they are getting more benefits at better prices compared to buying individual classes.