Membership Join Journey

Encouraging you to sign up to a CAMRA membership to save pubs in the UK

Client
Campaign for Real Ale

Sector
Tourism
Hospitality

Services
App design
User research

Join CAMRA to save pubs and the environment - who uses physical cards nowadays anyway?

CAMRA’s existing sign-up process felt tedious and unclear, with users unsure of what they were actually signing up for. The company also relied heavily on physical membership cards, which felt outdated and inconvenient for modern users.

Wireframing

3 types of user journeys (new customer, existing account, existing member) but all very similar journeys. The existing member’s membership automatically renews and is offered a dual membership.

The
landing page
options

We tested various different layouts to test hierarchy by analysing heatmaps. We Performed A/B testing with internal members and collaborated with team members to discuss the most effective homepage.

we tested various different layouts to test hierarchy by analysing heatmaps. We Performed A/B testing with internal members and collaborated with team members to discuss the most effective homepage.

The
final
verdict

We chose option 3 as it multiple people were more:
- enticed to click “become a member”
- less images at the top making it less overwhelming
- clarity in pricing options