The Problem

Before introducing the Membership UI, EnthuZiastic’s sales team had to manually convince users to purchase individual courses and apply discounts or offers. This process was time-consuming, inconsistent, and heavily dependent on sales bandwidth. It also made it difficult to scale or offer personalized deals. As a result, user experience was fragmented and conversion rates varied significantly.

My Goal Was

  • Reduce manual efforts by the sales team.
  • Introduce a seamless, transparent self-service model for users.
  • Offer tiered value to encourage course engagement and upsell opportunities.
  • Increase overall sales and memberships.

The Team

I led the design solo, collaborating closely with CEO, Developers, Marketing team, Course operation team, and Support team. It was a tight, agile setup that enabled quick iterations and seamless execution.

Team collaboration session

The Process

I followed a user-centered design thinking process, focusing on understanding users’ pain points and business needs. My goal was to create a solution that balanced usability, business value, and technical feasibility through continuous feedback loops and iteration.

Key Steps

1. Identify Business Pain Points & Sales Friction:
I began by collaborating with the sales, operations, and marketing teams to uncover key challenges in the current system:

  • Sales reps were manually explaining plans, applying discounts, and chasing follow-ups.
  • There was no centralized place for users to view or purchase bundled offerings.
  • Users had inconsistent experiences, leading to confusion and dropped conversions.

2. UX Research:
With internal insights and competitor analysis, I uncovered key user and business needs.

  • Users wanted clear pricing and benefits without needing to contact sales.
  • Lack of transparency was causing confusion and drop-offs.
  • Sales team needed an automated solution to reduce manual follow-ups.
  • Competitor models showed that tiered plans and trust signals improved conversions.

3. Defining UX Goals (Set Clear Objective):

  • Build trust through transparent pricing, benefits, and purchase.
  • Minimize user friction by reducing clicks and decision fatigue.
  • Design for responsiveness across all devices.
  • Encourage upgrades and trials through visual hierarchy and CTAs.
  • Reduce dependency on the sales team with intuitive, guided navigation.

4. Design & Iteration:

  • I developed wireframes and designed a clean, engaging interface which is aligned with brand guidelines. Created interactive prototypes, refining designs based on continuous feedback using Figma.

5. Handoff & Implementation Support:
I delivered developer-ready specifications. With business input and competitor research, I established a clear strategy.

Solution

EnthuZiastic Annual Membership UI I designed a clean, conversion-focused to clearly present 3 tiered membership options:

  1. Bronze Plan
  2. Silver Plan
  3. Gold Plan

Final Design (Membership UI)

Membership UI final design mockup