Unnecessary friction was bogging down the membership join and renewal process. Prospective members were frustrated by the need to reach out to internal staff to troubleshoot run-of-the-mill issues, like resetting a password or finding a username.

With less than 15% of eligible professionals as members, this physician society didn’t need any technological hurdles from tainting the membership experience, especially the experience for first-year or prospective members. Participants included medical students, residents, early-career primary care providers, and specialists.

We at Golden Torch Insights conducted user interviews with 15 participants including eligible non-members, current members, and former members. In these moderated qualitative sessions, we took users through the journey of creating an account, verifying their account through their email, and accessing their profile.

Using an agile methodology, we reported back common pain points, bugs, and sources of confusion to the product team on a daily basis. As a result, after only about 2 weeks of sessions, we were able to provide the membership product team with a list of prioritized recommendations that would reduce friction and increase findability of key buttons and flows along the user membership journey.