Membership
Onboarding
Client BJ’s Wholesale Club
Role UX Designer
Duration Q1 2019 - Present
A case study on improving the BJs.com Membership Onboarding experience, using a User-Centered Design Process.
Situation
BJ’s Wholesale Club is based off of a Membership business model. This business model drives the majority of revenue for the company. I was tasked with revealing and resolving the pain points involved with both the in-Club and online Membership on-boarding experiences.
Process
Discovery
Website Feedback
Competitive Analysis
Ideation
Design Opportunities
Define Language Use
Journey Map
Implementation
High Fidelity Prototype
Usability Testing / UAT
Measure
Comparison New & Old Result
Review Refine
Discovery
For the first part of the discovery phase, I decided to follow a User-Centered Design process with a combination of methods from Design Thinking and Agile. To accomplish this I practiced traditional research methods while utilizing the third party research tools, SessionCam and Qualtrics. This helped me better understand the Members themselves as well as the pain points the were experiencing while they navigated BJ.com.
Most of the Calls being made related to Membership were about ‘renewing’. This lead me to discover that there was no way for a Member to start their Renew Journey until after they signed in.
Using the term “Linking Membership” internally was creating confusion. I created this table to explain why the term ‘linking’ needed to be used in an isolated case and that is if a User has created an Online Account but has not purchased a membership. I wanted our team to avoid using the term when a Member was in fact ‘Renewing’ or ‘Updating’ their Membership. Each of these cases needed to be addressed separately and a customized experience. Using the term link was not resinating with our Members who needed to renew or update their Membership Number.
Flow Chart of Membership
Before to the right and after to the left. Using Session Cam to show our members don’t usually scroll below the fold on desktop