UX for Loyalty, Growth, and Trust

How do you help members understand the value of upgrading before they ever ask the question themselves?

In this project at Sam's Club, I led the UX strategy and experience design for personalized membership upgrade journeys that transformed generic upsell messaging into contextual, behavior-driven experiences. The goal was to make Plus membership feel like an obvious next step by connecting benefits directly to how members already shop.

The solution introduced personalized value propositions across key touchpoints, including homepage, product detail pages, cart, and account experiences, using signals like shipping behavior, delivery usage, purchase frequency, and projected savings.

This work aligned UX, personalization, and business strategy to support stronger member engagement, increased conversion potential, and long-term loyalty.