E-commerce/Membership Management Site Build

My role: I was the lead UX strategist, lead interaction designer, and support visual designer.

Summary: YMCA of San Diego County is the 2nd largest YMCA in the nation but their website was not reflective of the organizations off-line capabilities. With 20 locations not adhering to any consistent content structure, or an easy way to purchase memberships or programs, the user-experience became a struggle to use.

I was responsible for building a site in which future and current members could easily complete their tasks. We created a consistent content organization for each location to follow, a simple user-flow for new membership sign-ups, a new member account management dashboard, and an improved e-commerce funnel for purchasing programs/classes. The whole experience has been crafted around current and future Y members needs and the result is a beautiful website that is easy to use and optimized for conversion.