Membership Application and Renewal
The client is a major national professional trade organization whose policy directly affects nearly every person in the country. The client’s members use an online multi-page form to either submit a new membership application or renew an existing annual membership. The client wanted to A/B test different landing pages and apply a new consistent look and feel throughout the user flows with a mobile-first approach.
This project started out pretty simple. The client already had some initial designs for the landing pages and a basic style guide that just needed to be applied to pages in the existing user flows. However, upon mapping the existing flows I discovered a number of previously undocumented features. In addition, after taking inventory of all form fields across the various flows it became apparent there was an opportunity to simplify the process and shorten the development cycle. There was no budget in the project for user research, so all input came from stakeholders, SMEs and my own heuristic evaluation of the existing application.
Once I had the revised flows documented and approved, I designed the revised pages in Sketch and built an end-to-end prototype in InVision. We tested the prototype for usability with internal stakeholders before handing off the artifacts and assets to development.
The final design for this project featured simplified, consistent user flows across all personas. Users would enter the flow through one of the two landing pages being tested, and proceed through the mutli-page form. Depending on their previous entries, users are offered a number of promotions or incentives to encourage them to elect automatic renewal and complete the form.
