Club Member App
Overview
As part of Club Fusion's club management software suite, our team set out to design a modern, all-in-one member web app that transforms how members at private country clubs interact with their club.
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The goal: increase member engagement and reduce friction in making reservations, viewing events, and staying connected — all while maintaining the exclusive, high-touch experience that club members expect.
ROLE
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​Lead Product Designer
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Research and strategy to interaction design, prototyping, and usability testing.
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Collaborated closely with product managers, engineers, and client stakeholders to align on goals and deliver a scalable, intuitive experience.
TIMELINE
Oct 2022 - Summer 2023
OUTCOMES
100%
Testers preferred our tee time booking flow over existing solutions​
+40%
Club Clients had a reduction in inbound booking calls, saving staff hours weekly
+22%
Increase in club engagement after new member application launch at their club
Problem
Country clubs often rely on outdated, fragmented systems that frustrate members and overwhelm staff. Members still prefer calling the club for reservations due to poor online experiences resulting in inefficiencies on both sides.
1. Outdated, fragmented systems
2. Lack of member engagement at clubs
3. Staff overwhelmed
Design challenge
Create a seamless, intuitive digital experience that empowers members to manage all their club activities online — without losing the personalized feel of a luxury service.
Solution
Mobile Bookings
Member can quickly reserve tee times, dining and club events, and racket sports with just a few taps on web and mobile applications.
Club Announcements
Members can stay updated with club happenings and important news with posted announcements.
Member Statements
Because our member application is integrated with the POS and Back Office software, members can check daily their updated account statements.
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Personalized Notifications
Members are automatically notified via email, push, and SMS when they make a reservation, when new events or announcements are posted, or if there are any updates or changes to their bookings.
Results & Impact
100%
Testers preferred our tee time booking flow over existing solutions​
+40%
Club Clients had a reduction in inbound booking calls, saving staff hours weekly
+22%
Increase in club engagement after new member application launch at their club
​ Members described the app as “modern,” “easy to use,” and “everything I need in one place.”
Research & Key Insights
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90% of members still called the club to book reservations despite having online tools.
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With an average member age of 54, simplicity and familiarity were crucial.
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Fragmented experiences, multiple apps for different activities, frustrated users.
We also conducted a competitive analysis of leading club apps, which revealed a common trend: functional but confusing UI and multi-step booking flows that didn’t align with user expectations.
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These insights guided every major design decision that followed.
Design Process
Information Architecture
We structured the experience to prioritize clarity and ease of navigation:
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Simplified navigation with only the most relevant sections
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Emphasis on events and activities to boost engagement
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Clear visibility into upcoming reservations and actions
Iteration & Testing
We conducted usability tests with club members, leading to significant design improvements:
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Module based navigation: Clubs can add any activity in to the app and still retain the same navigation.
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Tee time booking flow: Replaced the calendar view with a filtered list of available slots
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Announcements visibility: Elevated announcements to the dashboard for immediate visibility
These changes directly addressed member frustrations and improved overall usability.
Key Learnings
This project taught me how critical it is to balance luxury service expectations with digital simplicity. Designing for an older demographic required intentional decisions around navigation, hierarchy, and familiarity while still innovating the experience.
Next Steps
With the foundational features launched, we’re exploring additional capabilities such as:
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In-app messaging between members
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AI-powered event recommendations based on past activity
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Deeper analytics for clubs to understand member engagement
