Creating a new membership and retail experience for an existing brand.
Petrolicious
Integrating membership and retail experiences into an existing content media platform.
Role
I was brought on as the sole UX designer to conduct user research, product strategy recommendations and visual design deliverables.
Context
Petrolicious began a source for original, high-quality articles and videos focused on automotive culture. With established brand recognition in the community, the organization sought further monetization channels in the form of membership and redesigned online retail store.
Opportunity
The new membership platform would be offered for access to exclusive content and discounts in their retail division, increasing lifetime value (LTV). The retail platform was expanding and they sought to further enhance engagement through a redesign and cross-linking with the content consumption portion of the business.
Project Characteristics
• New membership platform that would integrate with existing free section.
• Redesign the home page for inclusion of the membership platform.
• Redesign the retail portal and integrate with the rest of the web experience.
Research
User Flows
Based on conversations with key stakeholders, I noted and processed findings into core documents to outline how we would reach desired business goals – higher lifetime value (LTV) through content consumption that would lead into the new membership platform.
Consumption loops for video.
Information Architecture
I assessed and documented the existing IA for a baseline view of the site structure. Building on
top of the base IA, I then identified where components for the new membership platform could
be introduced.
On-boarding Flow
Additionally, I examined how users arrived at the site and progressed through the free account sign-up process and the proposed membership portal.
New user on-boarding with membership portal.
Design Process
Wireframes
A quick succession of home page and membership landing page explorations were presented to the client before finalizing page layouts.
Home page wireframe explorations.
Membership landing page wireframe explorations.
Home Page Mock-ups
Finalized home page mock-ups.
Retail Section Mock-ups
Finalized retail section mock-ups.