Membership / Product consultancy
Making membership self-service genuinely self-service
Reframing a portal around member needs, reducing support demand while improving completion rates.
- Year
- 2024
- Headline outcome
- 31% fewer avoidable support requests
The challenge
Members could technically complete common tasks online, but unclear journeys and disconnected systems meant many still contacted the service team.
Our approach
- 01
Combined support-call evidence with user interviews to identify the highest-cost failures.
- 02
Prototyped and tested the core renew, update and payment journeys.
- 03
Integrated existing CRM and payments rather than duplicating sources of truth.
What changed
- 31% reduction in avoidable support requests
- 18 percentage-point improvement in task completion
- Reusable design patterns for future services