membership experience design

Context:

During last years with all the changes in our organizaAonal culture and processes we started to drop globally in number of acAve members due to low retenAon rates - which guided the organizaAon to a drop in leadership pipeline. As consequences, we had less members delivering higher goals without experienced team leaders, which generated a cycle that we should end.

Strategy:

The idea of the Membership Experience Design is to connect the TM processes and the Team Standards of the organizaAon with a clear path in which all of our members would follow. We considered what the members should a) experience; b) feel; c) ask and d) ques A on in all organiza A onal touchpoints. The membership experience came as a support for team management and people management to clarify the path of a member and to ensure that we are providing completed membership experiences.