Project Description

PROJECT: MEMBERS ONLY PAGE

Black Rifle Coffee Company is a premium, small-batch, roast-to-order, veteran-owned coffee company.

CHALLENGE

The BRCC Members Only page was undergoing a redesign as we were brought onto the team to consult on various digital initiatives. This members only area is a password protected section that only reoccurring subscription customers may access. The goal was to create a premium club experience while raising brand awareness by showcasing value and enhanced subscription management features.  

APPROACH

Our approach began with relating the existing proposed design back to the objectives the page was attempting to accomplish. Joining projects that are nearing final approval and entering development can be tricky to navigate as they are undoubtedly several conversations that occurred before our arrival. A better understanding of the already expanded effort was our first order of business.

DELIVERED ARTIFACTS

  • Interviews with Customer Service Team

  • Page Analysis
  • Enhanced Subscription Management Features
  • Wireframes and Final Designs

  • Competitive Analysis (Subscription Services)

OBSERVATION

During onboarding we centered our discussions around the latest existing project design where we identified several opportunities to better accomplish the goals of the page and its mission to provide a premium club experience.

REQUIREMENTS
  • Enhanced Membership Management
  • Exclusive Content Hub
  • Monthly Giveaway
  • Exclusive Products
  • Partner Offers/Discounts
ORIENTATION
GUIDING INTENT: MEMBERSHIP MANAGEMENT

During our on-site interviews, the customer service team provided context and identified several support tickets they frequently dealt with that we believed could be prevented with a more intuitive design. Following our alignment with the team, we began to present new concepts to address existing challenges.

COMMON CUSTOMER SERVICE TICKETS
  • “I want to update my subscription frequency”
  • “I want to update roast”
  • “I want to update quantity”
  • “I want to edit ship date and address”
  • “I want to edit billing info”
DESIGN RATIONALE
MEMBERSHIP MANAGEMENT

Critical to designing a premium membership experience, we rooted the page in what matters most to our users: “When is my next subscription and what am I getting?”

Their original approach called for the creation of video tutorials to guide the user through complicated existing management screens. Following our interviews with the customer service team, we addressed their common support tickets head-on with a subscription menu that put control back into the user’s hands with intuitive management options.

The dashboard displays the next order details in a condensed module. Providing the member a clear way to manage their order’s arrival, contents, and billing information.

The efficacy of these designs has been supported by the clients report that ticket request for the identified scenarios has been effectively eliminated.

EXCLUSIVE PRODUCTS

Originally, users wanting to view or add an item to their cart were sent out of the member area and to the product detail page, whereas our final design exposed variants and offered multiple checkout options to reduce distractions.

BRCC Club Members are known for their brand loyalty. The opportunity to display additional product descriptions in the brand’s unique tone was identified as a win and served to further reinforce their appeal.

PARTNER UPSELL

As good partners ourselves, we wanted to be sure to showcase BRCC partners as usefully as we could. This included sort and filter options in addition to requirements we identified:

  • Featured partners
  • Copy discount codes
  • Pagination and room to grow
  • Communicate value
  • Link to partner site