Moms Club of Alexandria City
Repositioned and redesigned membership website for sustained growth
Timeline: 4 months
Role: Researcher, Content Designer, Web Designer
Tools: Figma
Overview
Moms Club of Alexandria supports area mothers and their children through activities and resources. The group depends on membership to support programming and keep the club active.
Role and Impact: I was the sole designer exploring how Moms Club of Alexandria could simplify the membership process for users. Although the actual steps of the process could not be changed, I restructured content to increase conversions.
Problem Statement: Prospective members found the membership process written on the website difficult to understand. The process couldn't be changed but needed to be presented differently.
User & Competitive Research
I spoke to members who had recently joined the club to learn more about their frustrations with the membership process.
"There is a lot to do before you can join. I just want to find a moms group, not read a whole website to find out how to be a member."
I also spoke to the executive board, who identified several other priorities:
- Updating overall website content
- Solidifying the club’s visual identity
Finally, I looked at the websites of similar groups in the area to see how they structured their membership process, general site content, and their visual identity.
Limitations & Questions
Solutions to the problems highlighted by members and the executive board had to consider the following limitations:
Structural: Can’t change the actual membership process (dictated by Moms Club International)
Visual: Can’t use actual pictures of club activities (privacy considerations)
Given the research and limitations: How might we simplify the membership process for prospective members (busy moms) who want to learn more about the club and join?
Ideation
I realized that the current membership process puts the burden on the user.
This makes sense, given that many people would like to know what they are joining before they pay dues. However, the process asks a lot of new moms who just want to find community and resources in between naps, feedings, and changings.
I decided to structure the homepage so that prospective members can get a feel for the purpose of the club first. If they are interested, they can then click a button below the introduction and send an email of interest. Those who want to learn more about the whole membership process can read about it on the “Membership” page, along with all of the benefits of joining.
Site Structure
I also revised the page names and site map to better reflect the information on each page. “Who We Are” on the homepage was shortened, and “Activities” became a lengthier (and more up-to-date) “About Us” page. “Community Service” became “In the Community” (can be seen on site maps image). At the request of the board, “Resources” was retired.
I also updated the visual identity of the club with a bright orange and blue color palette and a “bubble” aesthetic. Cheerful pictures of moms and kids (not of club members due to privacy considerations) are enclosed in bright orange circles to speak to the fun and supportive feel of the club.
Before & After
Impact and Reflection
Since the refreshed website launched, membership has increased 80% over two years. In that time, the club also expanded the geographical area covered to include all of the City of Alexandria.
Club members also appreciate the modern and friendly look of the site.
As an actual member of this club, I found this project particularly fulfilling. I was able to use my research, writing, and design skills to solve a problem that otherwise would have gone unaddressed, and to great effect. Despite the limitations of a proscriptive membership process, I was still able to restructure the way the information is displayed to simplify it for potential members.
