One Club Hub
About the project
GOALS
- Increase member sign-ups across a global audience of 1.3M+ existing users
- Improve engagement and retention through a mobile-first experience
- Clearly communicate membership value across tiers
- Support content, competitions, rewards, and live experiences within a single platform with clear signposting and navigation
- Create a scalable foundation to support growth towards 2M+ members
CHALLENGE
The platform needed to serve over 1.3 million members while scaling towards 2 million: carefully balancing growth with continuity for an existing and engaged user base.
Working with ambiguity - key aspects of the product including user types, reward structures, and engagement models, were still evolving during the design process, requiring a flexible approach that could adapt as the platform developed.
At the same time, the design had to be handed over to a third-party development team, requiring clarity, structure, and alignment across multiple stakeholders.
Solution
A mobile-first, modular platform designed to unify content, rewards, and member engagement.
The experience is shaped around user behaviour—prioritising content as the primary entry point, informed by analytics research into how members interact with the platform. This ensures users can quickly access relevant content and from there explore benefits, and engage with competitions and rewards.
A structured design system, collaborative approach, combined with leading a cross-functional workshop aligned stakeholders and development teams, ensured clarity in direction and a smooth handover to the build phase.
Fighting ambiguity with communication.
Let's Jam
Mobile First by Design
The platform was designed mobile-first, reflecting how users engage with content and live experiences on the go.
With the majority of traffic coming from mobile devices, layouts and interactions were optimised for smaller screens - ensuring fast, accessible, and intuitive navigation.
A flexible design approach allows for the relocation of assets based on the current event or business objective. As well as for scaling the webapp seamlessly to desktop.
Driving Engagement
The platform is built around member value—bringing together content, competitions, and rewards into a single experience.
With 91% of members actively playing golf and 78% belonging to a club, features such as Attend, Play, and Rewards were designed to surface highly relevant opportunities - from accessing championship tickets to playing on world-renowned courses.
The design focuses on clearly communicating these benefits, making it easy for users to understand and engage with what’s available.
Designing Through Ambiguity
Key aspects of the platform such as user types, reward systems, and engagement models were still being defined throughout the project. The Brand was also being finalised as we were designing, which made us the first agency to work with and stress test the brand.
Wireframe designs were crucial to support the quick iteration and testing of ideas. Explorations included a points-based system tied to content interaction, reflecting insights such as 30% of members engaging with prediction or gamified experiences.
The design was developed to accommodate change, ensuring future features and engagement models could be introduced without disrupting the core experience.
Collaboration & Handover
The project required alignment across multiple stakeholders, including client teams, decision-makers, and a third-party development partner.
I led workshops to define UX direction, user journeys, and technical considerations ensuring a shared understanding across teams.
The Design System as well as a structured handover process ensured the design could be implemented effectively, and support ongoing development and iteration.
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Outcome
The result is a mobile-first membership web app designed to increase engagement and drive sign-ups across a global audience.
The platform scaled from 1.3 million to over 2 million members within a year, validating the approach to structure, engagement, and user experience.
By bringing together content, rewards, and experiences into a single system, the web app provides users with clear value and multiple ways to engage - supporting continued growth and long-term product evolution.
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