Project 2

Shaping Community Connections: Designing a User-Centered Membership Strategy

Product: Membership Experience (Strategy & CRM Platform)

Partner: Chicago Blues Revival (CBR)

CBR is a nonprofit working to preserve blues music and its African American cultural roots. I led UX research to design a membership program that reflects user needs and aligns with CBR’s mission.

Why It Matters

Design Opportunities

Tailor Membersip Strategy to Audience Needs

Identify the core demographic of CBR's supporters and understand what they truly value in a membership - whether that's transparent pricing, exclusive events, or opportunities to engage with the blues community.

Differentiate with Competitive Offerings

Analyze competitor programs to understand what drives user conversion and loyalty. Use these insights to shape tiering, benefits, and messaging strategies that resonate more deeply with CBR’s audience.

Improve CRM Usability for Older Adults

Simplify the Neon CRM onboarding expeirence to match the tech comfort level of older users. Focus on reducing friction and offering more intuitive navigation, potentially supported by inperson assistance or onboarding materials.

Data Collection

Market Research

User Surveys:

700+ responses to understand audience demographics and preferences

Concept Testing:

evaluated reactions to early-stage membership strategy concepts

Market Research Interviews:

expert perspetives on nonprofit membership models

Competitor Analysis

Competitor Interviews:

identified effective features and retention strategies

Content Review:

analyzed publicaly available materials from competing organizations

Usability Insights

Usabiliy Testing:

evaluated Neon CRM onboarding experience with older adults

Data Analysis

Descriptive Statistics

Thematic Analysis

Insights

Core audience: Black and White adults aged 50–85 with limited tech fluency.

Members want transparent pricing, in-person events, and clear value—not merch.

Neon CRM’s interface isn’t intuitive for older users; in-person onboarding is critical.

Impact

Define pricing, tiering, and benefits based on user needs
Evaluate and enhance onboarding experience with Neon CRM
Build a membership that fosters community, not just transactions