Challenge

The Commons Health Club opened in 2025, as a premium wellness space with an expansive offering. People signing up to become members would have to decide between their home location, the membership type, and length of commitment. In its initial state, this user flow for purchasing a membership was mapped across several pages to funnel you to the correct membership type. With the introduction of a reciprocal access add-on, the amount of distinct membership IDs would balloon, meaning the current flow was unsustainable for future growth of the business.

Solution

Introducing an ever present, ‘Become a Member’ side panel checkout where people can sign up from all pages of the website, akin to that of a shopping cart experience that keeps users in the flow of whichever page they’re looking at in the website. The checkout groups all decisions for location, membership type, commitment and add-on in one page, with pricing that adjusts live, so users can make quick decisions that help compare all options before funnelling them to the correct. In addition, the memberships page also got a revamp, with a toggle feature to allow users to see the price differences between a flexible and annual membership.