Làlia Social is a recently launched members club located in the heart of Palma de Mallorca, Spain.
Làlia hosts a growing membership community with co-working spaces, a gym, and curated events. Additionally, the club serves delicious, farm-to-table gastronomy sourced from the island.
To create a membership acquisition system. This system must align with the business goals for new membership conversion. Visualise the acquisition system in a customer journey map for usage by the core team.
The project began with a conceptualisation process. The core team collaborated with leading consultants with expertise of global members clubs. The core membership kinds formed to establish the community structure and growth strategy.
Aligned to the membership strategy I created the recruitment roadmap for membership applications. The system has eight sequential phases to include the three membership kinds.
This process of steps would also establish a membership committee. Specific steps document the user flows attached to each membership.
Next the roadmap broke into granular detail to identify essential acquisition tools. These tools would assist specific steps within the different phases. The team used the tools as part of member engagement and acquisition processes.
Within Phase 3 the team identifies two fundamental tools needed. One tool was a digital lookbook. This gives a first visual impression of the club.
For the lookbook I created a series of hand drawn architectural illustrations. These visuals evoked the club's feel and aesthetic qualities. I collaborated with the lead interior designer, capturing chosen furniture, materials and finishes.
This tool supports in-person conversations about the club by the membership team.
The second tool within Phase 3 was creating the initial branded collateral. This was as Làlia's new visual identity was born.
Throughout the acquisition phases certain members required further engagement about their interest. For these members a series of private pop-up events were held. These events showcased aspects of the club ethos and activities.
The process of creating a membership acquisition system I found invigorating and exciting. I learnt about how a membership community of this kind forms. The integral role user experience has in shaping this process is critical. I gained great insight and knowledge in producing viable product strategy and roadmapping.
This project enriched my knowledge of how UX aligns to the demands of a new business. Iteration and flexibility are essential elements. This allows for speed of action and opportunity for amendment where required. The acquisition system creates the foundation to grow the membership community from. The importance of user-centred strategic planning is vital for making a successful system.