How We Revamped a Membership Center to Boost Decision Efficiency and Brand Recall

Background

Since its launch in 2018, the ZhiXing membership has operated with parallel growth and paid systems (level benefits + paid‑gift benefits). After more than three years, the user experience and visual presentation of the membership center needed improvement, prompting a redesign project.

Design Goals

Data analysis and user research identified three main objectives:

Improve user decision‑making efficiency

Enhance the sense of exclusivity for members

Strengthen the brand memory of the membership

Three‑Dimensional Solution

The redesign addressed the goals from three angles:

Membership center framework reconstruction

Visual language upgrade

Creation of memorable brand touchpoints

Framework Reconstruction

The existing flow suffered from a long activation path and a chaotic module hierarchy. Membership information, paid‑gift benefits, and the activation button were scattered across the top, middle, and bottom of the page, causing users to navigate a lengthy, interrupted path.

We reorganized the layout by moving the gift module and activation button directly beneath the membership information, consolidating them into a single “membership module” and thereby shortening the user journey.

We also standardized the hierarchy of functional modules to eliminate confusion and facilitate future feature expansion.

Visual Language Upgrade

ZhiXing offers five membership levels (Ordinary, Silver, Gold, Platinum, Black Diamond). To reinforce a sense of prestige without breaking users’ existing mental models, we refreshed the visual language:

Badge redesign : Replaced generic badges with transportation‑themed icons (boat, car, special‑car, train, plane) aligned to membership tiers, then refined to a simple “V” shape with diamond‑cut texture for clarity and elegance.

Card redesign : Adopted an immersive dark background, refreshed colors to a younger palette, and introduced a new logo and typography. Animated flash effects were added to the card to emphasize exclusivity.

Brand Memory Points

To give the membership a unique identity, we incorporated icons representing the four product lines (train, flight, hotel, car ticket) around the badge, symbolizing that the membership spans the entire ZhiXing ecosystem.

Final Outcomes

• Reconstructed the framework, shortening user operation paths and unifying previously scattered modules. • Upgraded visual language, reshaping badges and cards to deliver a more premium perception. • Integrated product‑line icons into badge design, creating distinctive brand memory points.

The redesign resulted in faster decision‑making, higher perceived value, and stronger brand recall for ZhiXing members.