Driving business growth through Product & Digital Experience Design
At Pavilion, our community is our product—and ensuring its digital experience aligns with both business & member goals has been my focus. I’ve led the charge in deeply understanding our ICP, optimizing our user journey, and designing an experience that directly impacts growth, engagement, and retention.
To do this, I conducted extensive UX research to refine our ideal customer profile (ICP) and develop detailed member personas, journey maps, and lifecycle flows. These insights became the foundation for strategic improvements across growth, onboarding, engagement, and retention, ensuring our digital experience effectively connects the right people to the right value at the right time.
By implementing these insights, we:
✅ Increased website traffic nearly 3x over six months
✅ Quadrupled application rates, driving more high-intent prospects
✅ Reduced member churn by 40% MoM through better onboarding and engagement
✅ Doubled onboarding participation rates, ensuring new members found value faster
✅ Elevated our Google Health Score from 16 to 90, improving discoverability
✅ Increased website traffic nearly 3x over six months
✅ Quadrupled application rates, driving more high-intent prospects
✅ Reduced member churn by 40% MoM through better onboarding and engagement
✅ Doubled onboarding participation rates, ensuring new members found value faster
✅ Elevated our Google Health Score from 16 to 90, improving discoverability
Design System
We implemented a new design system the helped us scale our Figma workflows, ensure accessibility requirements were being met, and prototype more efficiently.
Member hub
In six weeks time, a team comprised of every department utilized a membership software to build an internal member hub where we could pull all resources and features into one location. This effort came with a ton of creative needs, UX research, and testing. We successfully launched the member hub in Beta, ran user testing to understand user patterns, modified the navigation and brand accordingly, and have seen significant improvement to our NPS metrics from members who have activated their accounts. Additionally, we have built entire systems (templates, guides, etc.) to provide chapter heads the ability to run localized, branded campaigns in their areas.
Brand
In addition to owning the Digital Experience, we lacked strong organizational alignment of our Brand. In the first few months, I worked to clean up the new logo direction, providing meaning and consistency to the icon, build a sub logo system for various parts of the org, and expand on colors, typography, etc. to eventually release a robust design system centered around modern design practices and accessibility. Full guide at brand.joinpavilion.com
Events
Events play a major role in the overall membership experience at Pavilion. We host over 200 events each year, providing in person networking and learning opportunities to thousands across the world. While all branding of these events falls to my team, we cary a heavy focus on the digital experience and in-person experiences.
