Role
As the lead product designer, responsible for both UX and UI, I was responsible for defining how this new product offer was going to be presented to customers and the impact on existing members.
This entailed carrying out stakeholder interviews and workshops to agree on vision and strategy, market and user research, ideation workshops, scoping and managing distribution of work, wireframes, user testing, producing visual designs and testing after release.
This was an immense project that had to be delivered in under 4 months which resulted in a big success thanks to the great levels of communication and dedication from everyone involved.
A note on development
User research clearly showed that the current product structure created a mismatch between the customer's mental model and the company's product structure.
Solving this wasn't just a design problem. Multiple product owners held different visions and priorities, making stakeholder alignment crucial throughout, and this extended to the visual design too, where four different product styles needed unifying under a single brand.
Beyond alignment, an inherited product backend and existing membership rules added technical complexity to the redesign. To address this, much of the work focused on messaging to provide clarity and transparency, tailored to each customer's specific membership bundle changes, delivered through different parts of the journey and channels.
Final designs
Release and feedback
The release of the new product structure was handled with the utmost care always having the existing members needs at the centre. The success of this project and its intentions started to show immediately.
- Members were proactive in getting in touch to align and improve their product subscription before their renewal date.
- During the first few weeks of launch we received no complaints from the existing members, nor from those whose specific product combination was no longer going to be available in the future.
- 13 new sales of which 8 were upgrades to whole school tier.
Collaborators
James Braddy / Head of Product
Rebecca Muenger / Head of Marketing
Sarah Swain Pope / Programme Manager
Tom Smith / Director of Engineering
Laura Scott / Head of Brand
Joel Southern / Senior Designer
Anna Samarina / Product Designer
Connor Pote / Frontend Developer
Peter Bryant / Backend Developer
Tom Ward / Backend Developer
John Downie / Frontend Developer
Connor Richmond-Clark / Full Stack Developer
Anita Batra / Senior QA Engineer
Ed Castle / QA Engineer
Beatriz de Francisco Mora / Data Analyst
Kat Norfolk / Senior Marketing Manager
Erica Rosati / Senior Marketing Analytics & CRM Manager
Kieran Dwyer / Sales Leadership
Robert Mayes / Member Support Manager
Emma Sterling / Head of Customer Success
