National Trust
Redesigning National Trust's onboarding flow
Redesigning National Trust's onboarding flow
I used behavioural science and design to understand why National Trust customers were cancelling their memberships early, and designing recommendations for retention.
I used behavioural science and design to understand why National Trust customers were cancelling their memberships early, and designing recommendations for retention.
The challenge
The challenge
National Trust was losing £5.7m per year due to members cancelling their annual subscriptions after just a few months. They wanted to know why, and how they could improve retention.
National Trust was losing £5.7m per year due to members cancelling their annual subscriptions after just a few months. They wanted to know why, and how they could improve retention.
The result
A set of redesigned communications and site features rooted in behavioural science and design principles that would encourage people to purchase and stick to their annual membership.
A set of redesigned communications and site features rooted in behavioural science and design principles that would encourage people to purchase and stick to their annual membership.
The approach
I began by taking on the role of a potential member, going through the actual process of signing up to a National Trust membership through their website. I took screenshots of the process which I collated into a user journey. Using CogCo's behavioural science framework, as well as design principles, I annotated this journey with behavioural barriers likely preventing membership engagement and retention, and ideas on how to redesign the screens and emails to tackle these.
I began by taking on the role of a potential member, going through the actual process of signing up to a National Trust membership through their website. I took screenshots of the process which I collated into a user journey. Using CogCo's behavioural science framework, as well as design principles, I annotated this journey with behavioural barriers likely preventing membership engagement and retention, and ideas on how to redesign the screens and emails to tackle these.
After consolidating the barriers and solutions into themes, I moved into Figma to mockup the redesigns of the National Trust membership emails and the membership sign up flow on the website, using National Trust's design system as the base. The final recommendations were handed over to National Trust's Retention Team.
After consolidating the barriers and solutions into themes, I moved into Figma to mockup the redesigns of the National Trust membership emails and the membership sign up flow on the website, using National Trust's design system as the base. The final recommendations were handed over to National Trust's Retention Team.
