Intu · 2019

Making Family Club
easier to join.

Redesigning intu’s club for families, so people could understand the benefits, sign up and find what was on at their shopping centre.

Launched · Outcomes not included
The challenge

A page that was
hard to change.

2versions of the page, with duplicated content
2customer service teams to update an account
0ways for CMS users to update the hardcoded page

Family Club gave families events, activities and discounts at intu shopping centres. Bounce rates were high, engagement was low and onboarding was practically nonexistent.

Family Club page on a desktop screen
The redesign in progress.
01 / Start with the disagreement

Everyone had a different idea of success.

Stakeholder interviews showed they weren’t aligned, and each defined success differently.

There was no digital strategy either. Registrations, clicks and event visits were all unknown.

Hotjar heat maps showed what people engaged with on the page.
02 / Go where families are

People thought the page was broken.

I interviewed families at Family Club activities in shopping centres. They didn’t understand the benefits, and they felt insecure because they couldn’t change their details.

Hotjar recordings showed people scrolling up and down without clicking anything. The lack of structure caused a lack of trust.

In a service for families with children, trust is essential.

The public page at the start of the redesign.
03 / Design for two audiences

Convince one family. Serve the other.

We used a page with consistent traffic to send people to their shopping centre, register them and show what was on.

Unregistered

Show why it’s worth joining

What the club is, its benefits, what other families think and which brands take part.

Registered

Show what’s on for them

The events and offers available to them, and what was happening at other centres.

intu

Keep the business goals

Collect the data stakeholders needed, support sales through offers and build engagement through events.

Early sketches added structure and a registration process to the existing flows.
04 / The design

Clear benefits first. Then an easy way in.

The signed-out page tells the story in order: what Family Club is, why it’s worth joining, who takes part and what other families say, with routes to sign up or log in.

The final signed-out page. Select it to see the whole page.
05 / What came next

Better feedback, and a change of course.

Testing

A more positive response

An early version tested much better than the previous design, and gave stakeholders clearer information to align around.

Bumps in the road

Change near sign-off

Near sign-off, shopping-centre brand guidelines changed and a management change replaced all the Family Club stakeholders.

The roadmap

Measure each change

We planned A/B tests with a data analyst, tracking conversion and repeat visits. Personalisation and changing centre went on the roadmap.

Family Club launched. This study doesn’t include launch metrics.