The challenge
Loyal customers, no reason to sign up.
- HEAD had no loyalty programme, yet saw strong repeat buying and brand affinity
- Many people checked out as guests, which cut off any long-term connection after purchase
- There was an opportunity to build a deeper relationship — not through discounts or points, but through experiences, money-can’t-buy prizes and community
- The UX goal: inspire people to join, not just transact — make them feel part of something bigger
Team
- Me · Senior Product Designer
- Product Designer
- Digital Designer
- Project Manager
- Copywriter
- IT Manager
- E-commerce & CRM team
- External development agency
Discovery and research
- Benchmarked loyalty programmes from lifestyle and sports brands — most leaned on points, tiers, vouchers or discounts
- HEAD wanted to differentiate through emotional connection: community, access and recognition
- Analytics showed:
- Low account creation
- No clear incentive to register
- High guest-checkout rates
These findings set the direction: make the value of joining human, personal and lifestyle-driven.
UX strategy
With the e-commerce and marketing teams, we redefined loyalty around belonging, exclusive access and unique experiences — not points or tiers. Club HEAD became a members-only community offering:
- Giveaways — limited-edition and signed products
- Experience days — ski, tennis and padel test days
- Access to exclusive events, sales and product launches
- The chance to win money-can’t-buy prizes and events
UX design and implementation
I mapped the full journey — from product pages and the basket, to sign-up prompts, to the post-purchase thank-you, to the member dashboard.
The key pieces.
- Landing page — visual and experience-first, explaining the rewards
- Sign-up prompts across the site, especially on high-intent pages
- Badges on product pages, listings and the basket
- Account dashboard — what’s coming, upcoming events, how to get involved
- Post-purchase thank-you inviting people to join the community
Results
- Account creation doubled after the programme launched
- Cart abandonment fell 17% among members
- The Club HEAD landing page quickly became one of the most-visited areas of the site
