Membership: Why User Experience Design is Key to Attracting New and Younger Members

Published 26/11/24 under:

One of the biggest challenges for commercial membership organisations is attracting younger members. Millennials and Gen Z have grown up with seamless online experiences, from intuitive apps to personalised social media feeds, and they expect the same from any organisation they engage with. This is where user experience (UX) design comes in—it’s a game-changer in creating engaging, member-first platforms.

But what exactly is a user-centred design approach, and how does it differ from more traditional methods of customer experience (CX)? Let’s break it down.

Traditional CX: A One-Size-Fits-All Approach

In the past, many organisations designed their customer journeys based on internal needs rather than what their members truly wanted. Websites and systems were often built around organisational structures, with ease of use being a nice-to-have afterthought. The focus was on providing information and services, but the experience itself was often cumbersome and frustrating. When there were few options for accessing these services, this was just seen as a cost to get access. However, with more choice now available, younger members are looking for something that better fits their needs and expectations.

User-Centred Design: Putting Your Members in the Driver’s Seat

A user-centred approach flips this on its head by focusing on what members need and how they want to interact. It’s all about creating a seamless, intuitive experience tailored to individual preferences. This starts with research—learning about the specific pain points, behaviours, and expectations of your target audience, by speaking with them directly (remember, you are not your members!). With this knowledge, you design solutions that make it easy for them to get value from your organisation.

Here are some key aspects of user-centred design compared to traditional CX:

• Personalisation: Rather than treating all members the same, a user-centred approach tailors the experience to different audiences. For younger members, this could mean personalised content, tailored recommendations, and communications that resonate with their needs.
• Agnostic Engagement Thinking: It is no longer enough to have one well-crafted experience that you expect your members to use. Younger members use a variety of devices (phone use now massively exceeding larger screens) and expect to be able to engage with you through the third-party platform that they prefer. A user-centred design approach ensures you identify and optimise the most frequently used methods of engagement, offering a smooth experience on every engagement.
• Ease of Use: Traditional systems can be clunky and hard to navigate, but user-centred design prioritises simplicity. Younger members expect quick and easy access to the information they need, without unnecessary barriers or clicks.
• Feedback Loops: User-centred design is an ongoing process. By continuously gathering feedback from members, you can make iterative improvements and stay responsive to their evolving needs. This creates a more engaging, dynamic experience that adapts when new technologies become the norm.
• Engagement through Visual Design: Younger members are unlikely to remember the skeuomorphic design phase of digital systems, and have only ever experienced visually appealing, clean, and modern designs. A user-centred approach ensures that you website or app looks as good as it functions – offering an experience that’s aesthetically pleasing and aligned with modern design standards.

Why Does This Matter?

In today’s competitive landscape, younger members have more options than ever before. If your membership organisation doesn’t offer the level of digital experience they expect, they’re likely to look elsewhere. By adopting a user-centred approach, you create a digital environment that’s built around members—not just around your internal processes.

This is where our UX team at Kerv Digital can help. We specialise in helping organisations create user-first experiences. By leveraging user-centred design principles, we help ensure that your organisation is welcoming, engaging, and appealing to younger audiences. Whether it’s redesigning your website, optimising your sign-up process, or enhancing member communications, our solutions focus on what really matters: the experience of your members.
If you want to ensure that your organisation isn’t left behind, let’s chat about how we can help you attract and retain the next generation of members.

#UXDesign #UserCentred #MembershipGrowth #MemberEngagement #GenZ