GMA
( Wesbite - Sample from Project )
I led the redesign of GMA’s membership plan structure to address confusion around feature visibility, plan differentiation, and purchasing logic across both the admin dashboard and the member-facing app.
SaaS
Sole Designer
B2B
End-to End Design
Figma
Miro
Research
Notion
Service Management Platform
IA
Interaction Pattern
The Company
GMA is a B2B SaaS platform used by gym owners to manage memberships, subscriptions, and member interactions, with both internal admin tools and member-facing experiences.
The Goal
The goal was to create a transparent and user-friendly membership experience that clearly communicates value, prioritizes features based on market needs, and builds user confidence through accurate and intuitive calls to action
Final design of the membership packages page, featuring improved interactions and a more intuitive comparison experience.
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81 %
of gym owners could not identify important features within plans
60%
found it difficult to compare membership options
71%
were unaware that the app could be fully customized.
Challenge
Make the user understand and Search from a diverse Supply
Observation
-
Gym owners struggled to understand and confidently purchase membership plans due to unclear feature visibility, poor plan differentiation, and ambiguous next steps. This resulted in hesitation, misaligned expectations, and drop-off during the purchase flow.
Requirement
-
Display all membership features in a way that’s easy to understand and compare, without overwhelming the user.
Constraints
-
No hiding plan details behind hovers, dropdowns, or secondary actions
-
Clear separation between two contexts, admin dashboard and app.
Solution
Scannable Cards & Scrolabble features
I redesigned the membership experience around a persistent plan card and a scannable feature hierarchy, so gym owners can compare plans without losing context. Plan details stay visible at all times, and the UI clearly distinguishes dashboard vs app features.
1.User needs
Se available features
Compare
Understand features
2.Audit
The membership section audit was conducted to identify structural, UI, and clarity issues affecting how gym owners understand, compare, and purchase membership plans.
Early analysis showed that hesitation and drop-off were not caused by pricing, but by how information was presented and prioritized across the homepage and the dedicated memberships page.
3.Feature Prioritisation
The audit findings drove a restructured membership architecture, clearer plan differentiation, and a purchase flow aligned with real decision-making patterns.
These insights were used to prioritize features with stakeholders based on urgency, impact, and business relevance.
4.Strategic UI
A context-based UI strategy was defined to adapt membership information to the user’s decision stage. The homepage presents short, scannable plan cards for quick comparison, while the memberships page provides a detailed, scrollable feature breakdown without losing plan context.
Clear labels distinguish admin dashboard and app features, hover states improve readability, and CTAs such as “Request offer” align the UI with the actual sales flow.
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5.Outcome
The redesigned membership experience improved clarity and confidence during plan evaluation. This indicates reduced decision friction and improved visibility across membership options.
99%
found it easier to understand what each plan offers
71%
reported increased trust in the process and the included features
80%