Club pages built to convert
A funnel-first redesign of 250+ SATS club pages, built for future members.
ROLE
Designer & PM
Team
Front End Devs (2), Back End Devs (1), Content (1), Club Managers
Timeline
April 2026 – Now
Company
SATS Group
THE CHALLENGE
Talking to the wrong audience
Potential members who were browsing to explore what the club has to offer landed on a page with outdated details and design, without any pricing nor with anything guiding them towards joining.
Twice stalled
The redesign had been attempted twice before. Both times it stalled, with every team pulling in a different direction with the requirements growing by the day. The real challenge wasn't only the design. It was getting something started and shipped.
MOMENT 1
Everyone in the room, from day one
This time we opened with an exploration session. What could we deliver within a set timeframe that met every team's needs, seen from a new member's point of view? Everyone voiced their needs upfront, and we left with a shared picture of the project and a scope we all agreed on.
MOMENT 2
From stranger to member in just one scroll
Every section on the page has a job. Together, they guide a first-time visitor through a deliberate journey, from orienting themselves, to getting curious, to building trust, to taking action. The page doesn't just inform. It converts.
MOMENT 3
Prices first, gather insight fast
Until now, membership prices only appeared once someone was inside the sales flow. We made them the first thing to ship. The «Become a member» section went live on its own, so we could start learning from real visitors while the rest of the page was still in progress.
Before – After
Use the toggle to see how the page looked before vs now
Looking back (until now)
I went in expecting the design to be the hard part. It wasn't. Getting a room full of teams to agree on one page was. The hardest part of wearing both hats was saying no to stakeholders while keeping them on side. Scope turned out to be as much a design tool as any component. Next time I'd bring the club managers in even sooner, since they're closest to the data. And I'll keep shipping in slices. Small releases kept this project alive where big plans had stalled it twice.