Case Study · B2C e-commerce
Company: A large business in Canada
Presented anonymously to respect client confidentiality. Company name and proprietary screens have been removed; scope, role, and outcomes are unchanged.
What I owned: Strategy · UX · Design direction · Checkout experience
To do almost anything with their membership, members had to walk into a gym and do it by hand: sign up, add on features and programs, book classes, or add a family member to their plan. The company's online experience had aged and couldn't carry those needs.
The e-commerce flow was dated and missing the capabilities members had come to expect, so the web could never stand in for the front desk.
We redesigned the end-to-end membership experience into a single, seamless online checkout. As Design Manager, I led the design alongside my team, a fellow designer, our creative director, and our product and engineering partners, rebuilding the flow so a member could choose a membership, add the features and programs they wanted, book classes, and even add a family member, all online.
We put real care into making the checkout feel personal rather than transactional, and restored the capabilities that had gone missing along the way.
Before
After
Everything that once required a trip to the front desk, now handled online.
Everything the front desk could do, now online.
For the first time, members could manage their membership entirely online, signing up, adding features and classes, or bringing on a family member, anytime, without setting foot in a gym. A dated, in-person process became a modern, self-serve checkout that finally matched what members expected.
Some of this work is held under confidentiality. I'd be glad to walk you through more in conversation.
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