SECTION4

Member Center

Membership Platform

Project Background

Building Section4’s membership platform

Section4 is an online business education platform, founded by Scott Galloway, looking to make elite business education affordable for all.

Role
UI/UX Designer

Company
Section4

Tools
Figma, FigJam, Whimsical, Jira, Adobe Suite, Zoom

Team
Head of Product, Product Manager, Sr. Product Designer (Me), UX Designer/Researcher

Context

I was part of a four-person team that spearheaded a ground-up redesign and rebuild of a next generation learning platform.

As the lead product designer, I was responsible for the UI and UX for both learning and membership platforms.

I conducted visual research to gather inspiration and to help understand what our competitors were doing.

I created user flows, wireframes, prototypes, and high-fidelity mockups to share my design intent with stakeholders.

I collaborated with the Head of Product to map out the future of the platform and worked directly with Product Managers and Engineers to scope and build everything.

Project Brief

Section4 courses, or “Sprints” last 2-3 weeks and the most frequent sprinters only attend courses 1 - 2 times a year. We’ve learned, from online surveys and user interviews, that students have been creating their own private groups outside of the Section4 ecosystem to continue connecting and learning from each other throughout the year.

To address this, Section4 Community Managers created a proof of concept membership experience using a Notion workspace. This was a good temporary solution, but falls short because we couldn't collect user data from Notion.

The goal was to create an engaging membership platform that provides our students opportunities to learn, grow, and stay connected year round.

Design Approach

Working with the Head of Product, we decided to organize the platform into 4 main sections:


  • Courses - A place for members to see upcoming courses, enrolled courses, and past courses. This also became a place to view on-demand content.
  • Events - User can view upcoming live and past events. They can also dive into an event detail to RSVP to attend, read about the event and host, and add it to their calendar.
  • Members - Members can browse other members and search by name, job title, and company name. They can also view other member’s profiles and connect through LinkedIn.
  • Insights - Deliver bite-sized, high-value learing moments through case study videos.

The design should be flexible to accommodate unknown future content and members should be able to get to what they are looking for quickly and easily.

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Design Research

Competitors-2-1

Design System

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Flow Diagrams

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Free trial flow diagram

Wireframes

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Free trial flow diagram

Mockups

Homepage
Members
Course-Dashboard-1
Event-Detail

Key Takeaways

The Section4 Member Center was an overall success! We successfully built a membership platform that our members love. It also continues to grow and improve with each release.

In the end, we saw engagement rates upwards of 80%, renewal rates of 82% for Beta members, and we gained over 10K new members in 9 months.

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User Validation

For me, more important than the numbers, was the feedback we got from students.