User Research for Membership programme


The UK based insurance and travel company launched their membership programme dedicated to over 50s existing customers just six months before I joined the Digital Marketing team as a contractor. They needed to understand their target age group digital behaviours and preferences, and hired me to find out more and support the team with informed decisions. In addition, I was asked to translate recommendation in design improvements.

The membership programme is delivered to their members via a large/medium/small screen responsive website.

User research

Sourcing information from International and National stats, I have initially run a desktop research to understand over 50s consumers digital behaviours and preferences. I have then presented the outcomes and the analysis along with recommendations to the Digital Marketing management board.

User research panel

To get in touch with real users, I’ve suggested to create a User Research Panel and discussed with the team. In liaise with the CRM team, we’ve recruited around 300 real customers by matching the overall demographic composition of the customer base (age, groups, locations, gender).

Demographics & digital behaviours

Once the User Research panel has been created with real customers, I’ve planned and launched targeted online surveys to provide a deep understanding of behaviours and attitudes of demographics and product related features as discussed with the digital marketing team.

Offers categorisation and preferences

To understand customer preferences about membership offers, with the purpose to improve the website categorisation and navigation, We’ve run a series of surveys to identify preferences and opportunities. The results also supported the Marketing team to plan a offering improvement.


Sinc the previous research results has emerged that panelist do prefer to use a mobile device against a desktop computer to explore the membership programme website. As a result we’ve run a specific survey to understand what tasks they run mostly when using the mobile device.

The results of the survey have fed into a revision of the current mobile device design and  suggested the development of a dedicated native app.

Design & user testing

As a results of previous research studies focused on  devices and offer categorisation, I’ve provided recommendations about information architecture, navigation systems, and then designed relevant user journeys and wireframes on small screen mobile device.

Finally, using clickable prototypes on mobile device I’ve run in house user testing ( and provided final feedback to Digital Marketing team and design relevant improvements.