How a User‑Centric Redesign Boosted Membership Conversion: Design Strategies and Component Reuse

Project Background

The membership center serves as a hub for displaying, purchasing, and managing value‑added services. Launched in 2016, the membership and super‑membership services have been running for four years. As user demands for cloud‑storage membership become more diverse, the center has evolved into the primary place for users to discover benefits and enjoy premium experiences, prompting a redesign.

Design Thinking Exploration

The redesign’s core principle is “understand what users want.” By better understanding users, the team aimed to provide more relevant choices and improve decision efficiency. Four key actions were taken at the interaction‑framework level:

a. Layered Layout – Users were segmented by membership lifecycle (historical non‑paying, in‑process, about to expire, expired). The new “multi‑face” flexible layout replaces the old single‑face design, tailoring the interface to different identities, motivations, and behaviors.

b. Emphasize Key Information – Research showed users care most about promotional offers, service expiration reminders, and membership differences. The redesign highlights these decision‑critical details to boost willingness to pay.

c. Shorten Payment Steps – A floating checkout layer reduces page navigation, presents clearer price tags, and accelerates conversion.

d. Intelligent Recommendations – Conversational, personalized prompts deliver relevant information, such as weekend video‑playback features or new PDF‑to‑Word conversion, enhancing engagement.

Design Language Upgrade

The visual overhaul enhances premium perception, emotional appeal, recognizability, and scalability through four improvements:

a. Card Upgrade – Membership cards now mimic real‑world cards with matte textures and brand‑aligned colors, reinforcing identity.

b. Brand‑Color Optimization – Super‑membership adopts a black‑gold palette; regular membership uses red, both adjusted for brightness to improve visual hierarchy.

c. Icon Redesign – Icons are refined for clearer recognition, aiding user decisions.

d. Surprise Easter Eggs – Interactive “flip‑card” animations deliver playful messages, adding emotional value.

Common Component Consolidation

Reusable components were standardized to ensure consistent payment experiences across floating checkout, membership pages, and full‑screen checkout, covering product display, discounts, and button styles. The privilege display module switched from a space‑heavy grid to a horizontal swipe layout that also shows auxiliary information, improving clarity and saving space.

Conclusion

The end‑to‑end redesign—from user research and goal setting to multi‑dimensional implementation—enhanced experience, efficiency, and paid conversion rates. Positive user feedback confirms the redesign’s success, and the insights and methods shared aim to help others undertaking similar projects.