Based on information extracted from user research done when creating the brand personas
The average age of USTA's users is 63 years old. Often, people in this age-group are not as tech-savvy as millennials and also may have mild impairments such as low vision.
Linked account is an account of an underages individual managed by a Guardian. The Guardian is allowed to manage the child's account through limited available options. There is a lack of clarity for guardians about how to manage their child's profile.
Colleagues from various departments within the organization use different terms when discussing membership types. This is a source of confusion between teams that ultimately creates a confusing product experiences for the users.
Tennis coaches and Directors of tennis organizations are usually very busy. They want to minimize time on the website so they can dedicate it to their business. They seldom change their membership model.
In order to keep ranking records, tennis professionals must renew their professional membership as their businesses must be affiliated with USTA. They end up having no choice but to be going through the difficult chore of renewing their membership in order to keep their business alive.
When these problems ignored, users end up feeling frustrated and having a low to no desire to renew their memberships
The default renewal for an the account of an individual
In this journey, guardian users (in charge of the account of a kid, for instance) are allowed to change their membership model and plan and choose what fit them best.
Since users such as Directors of organizations are rarely to change their membership plan, I created an express way for them to renew their membership in just 3 clicks.
With Accessibility in mind, I left enough space, use larger fonts, and provide enough visual contrast in the designs so users with visual and physical impairments are able to easily identify elements on the screen and navigate easily through the renewal processes.
It is easier for members responsible for young adults to maintain and edit the Linked Account of the dependent they are responsible for as they have the freedom to handle its renewal through their account.
I renamed the 2 processes: Membership Models and Membership Plans: The Membership Model defines the audience such as organizations, individuals, or a group, while the Membership Plan establish the type of membership for each model.
Coaches and Directors of tennis organizations can now enjoy a speedy checkout. Since they don't change their membership plan often, the Express Renewal process makes the perfect solution for them as they can renew with only 3 clicks.
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