Membership
Onboarding

Client BJ’s Wholesale Club

Role UX Designer

Duration Q1 2019 - Present

Discovery

• Initial Questions

• Membership Survey

• Website Feedback

• Personas

• Competitive Analysis

Ideation

• Design Opportunities

• Problem Statements

• Define Language Use

• Journey Map

Implementation

• High Fidelity Prototype

• Usability Testing / UAT

Measure

• Comparison New & Old Result

• Review Refine

Discovery

Empathy: Define and understand who I am designing for.

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. Before I started the discovery process. I made a list of the initial questions to get me started.

Inicial Questions

• How are users deciding to become Members? Why do they like to shop BJ’s?

• How are they finding out about BJ’s Wholesale Club?

• How often do they use their Membership to shop online or In-Club

• How many types of Memberships are there? 

• What is the longevity of a membership loyalty? 

• How do members continue their membership?

• What is the average Member’s:

  • Gender?

  • Age?

  • Marital status?

  • Income?

  • Ethnicity?

  • Job Industry?

  • Digital Device/Browser?

  • Technology Proficiency?

  • Membership Usage Frequency? Online vs in-club

• When Guest users visit BJs.com do they understand it is a Membership only site 

  • Can they quickly navigate to the Membership information Page if they are acquiring on a Membership?

• Are Guest Users having trouble when:

  • Visit BJs.com do they understand it is a Membership only site?

  • They want to learn more about what a BJ’s membership?

Membership Surveys

Most of the initial questions could be answered with a Membership Survey. With my UX team we refined the question list and put together a survey in Qualtrics. We then email the survey to about 4,000 members. As a team we were undecided about the subject line for the email and decided to conduct an A/B test to measure the engagement of one subject line over the other. One subject line was straight forward while the other was more playful with an additional question that would tie in the subject line into the survey. The more playful subject line in the A/B test resulted in a slightly higher engagement but not significant.

Survey A.

Email A Subject Line: How was your most recent visit?

Survey B

Email B Subject Line: We want to hear from you - Apply Cinnamon vs. Blueberry?