Membership Experience Enhancements
For Project Management Institute
This project involved enhancing the membership experience on pmi.org and adding an option to gift membership. The goals of these enhancements were to clarify membership benefits, educate people on the value of membership and to streamline the path to purchase. The enhancements included a streamlined membership user flow, redesigned Membership pages, personalized versions of each page for users in various states of their membership journey and Gift of Membership flow and mockups.
My Role
Competitor Analysis: Completed a competitor analysis of other membership pages and membership gift flows.
Research & Planning: Reviewed interaction data and feedback from user research team to determine customer pain points
Project Management: Communicated with project stakeholders and organized all project assets in Miro board
UX Design: Created user flows, wireframes and documented personalization needs
UI & Visual Design: Designed hi-fi desktop and mobile mockups in Figma
Results
9.8%
Increase in users adding Membership to their cart
9.5%
Increase in Membership purchases
21%
Decrease in Bounce Rate
Membership User Flow
The Membership path to purchase was streamlined, reducing the number of clicks to purchase.
Desktop Wireframe & Mockup
The membership page was redesigned to highlight the value of membership at the top of the page then to provide users with a full view of Membership Benefits. Testimonials were added to help users understand the value of membership from real members.
Mobile Mockups
An emphasis was placed on the mobile layout of the membership page to ensure users were getting an optimal experience across devices.
Gift of Membership User Flows
A part of the Membership Experience enhancements was to add a Gift of Membership option. The first user flow shows the path to purchase for the Gift Giver. The second flow shows the experience for the Gift recipient, beginning with receiving an email to accessing their Membership dashboard.
Gift Giver User Flow
Gift Recipient User Flow
Gift of Membership Mockups
Gift of Membership mockups include a view for logged out users. This view highlights the benefits of giving membership as a gift, gives the user a way to log in, and outlines the gift process. The logged in user view includes the Membership form instead of log in CTA.
