Costco Membership Pages
Stakeholders: Costco leadership
Agency: Deloitte Digital
My role: Sole UX writer
Overview: Costco is a members-only warehouse club famous for wide selection, bulk products, low prices, generous return policy, & surprisingly-good pizza.
Project: Create a membership landing page, a personal membership page, and a business membership page that all clearly explain the benefits of membership and entice them to join.
Membership landing page
TLDR: here are the final pieces. Tap to view full-size. reading for a deep-dive into the process.
The current site
The current membership page is just a confusing chart. It makes your eyes dart back & forth. Readers can't quickly see why they should become a member. Choosing between the types and tiers of membership is also difficult.
Task 1: Explain the benefits of membership
Previously, you had to visit a separate page of all copy if you wanted to find out why you should join. Our first task was to tell the story quicker.
Costco.ca had a more modern approach but the selections were still too long.
Our solution was to spread the benefits across two sections on the new Membership landing page.
At the top of the page, we added a row of benefits with icons for quick scanning.
Further down the page, we added larger cards to tell more of the story.
Task 2: Explain membership services
We also were tasked with raising the prominence of Services; exclusive discounts and perks on things like vacations, prescription drugs, home insurance, and even mortgages. Services are a big part of membership but they're not heavily promoted.
The client proposed a row of cards.
We revised the cards to be more informative and less redundant.
I worked with multiple stakeholders to decide which services to include and how to speak about them. We settled on 12 different services for the main landing page and individual subsets for the personal and business pages.