Case study
A wellbeing membership built to empower healthy aging
A membership website and members-only Dashboard for The Aging Project — Shelley Craft's global community for healthy aging — turning a library of resources into courses, challenges and a movement.
Resources to a movement — a platform built to carry the brand.
The client had a deep library of expert resources, an audience and a podcast — but the standard members library is rigid, generic and gives members nowhere to go. Nothing connected a first visit to a signed-up member.
We built the website, a researched acquisition funnel and a bespoke members-only Dashboard as one automated journey. The difference is not more content. It is a platform built to carry it.
The client had a deep library of expert resources, an audience and a podcast — but the standard members library is rigid, generic and gives members nowhere to go.
We built a website, a researched acquisition funnel and a bespoke members-only Dashboard as one automated journey. The difference is not more content. It is a platform built to carry it.
Inside the Platform
Three Moves That Changed the Journey
A Clear Course StructureRebuilt Product Pages
Favourites, custom welcome screens, advanced search and post tabs. Applied to a handful of products, it brought an influx of comments and unprecedented engagement.Favourites, custom welcome screens, advanced search and post tabs - an influx of comments and unprecedented engagement.
Podcast IntegrationPodcast Integration
A podcast is one of the strongest tools for building an audience and driving traffic - it demonstrates credibility and expertise while extending the brand's reach. So we integrated the show directly into the Dashboard: the podcast page loads every episode in place, so members listen without opening another tab.A podcast is one of the strongest tools for building an audience and driving traffic. We integrated the show directly into the Dashboard, so members listen without opening another tab.
Dashboard ShopDashboard Shop
A members-only shop surfacing bestsellers from the brand's public store, consolidating every resource under one roof.A members-only shop surfacing bestsellers from the brand's public store, consolidating every resource under one roof.
The Build
A Members Area That Feels Like a Product
No confusion. No friction. Just intentional, conversion-led design.
The standard members library is rigid and offers members nowhere to go. The bespoke Dashboard replaces it with a personalised home for the whole brand - courses, challenges, podcast and shop in one place.The standard Library is rigid and offers members nowhere to go. The Dashboard replaces it with a personalised home for the whole brand - courses, challenges, podcast and shop in one place.
Members can buy bestsellers without leaving the Dashboard.
The Website
Homepage & Acquisition Funnel
A homepage has one job: make the value obvious in seconds. We built the story around Shelley Craft, the podcast and the benefits of joining, then built the page custom so it loads in seconds.
Behind it sits our researched Acquisition Funnel - a clear, automated path from first visit to free product to Dashboard. The client was amazed by the influx of traffic and the number of visitors who actually took the next step. It is the same health and wellbeing website design approach we bring to every membership build.
The Product Experience
Course Pages Rebuilt Around the Conversation
We rebuilt the challenge pages in the brand's own type and colour: a clean lesson player, a slide-in curriculum sidebar with search, and a comment thread that reads like a community rather than a form. Members reply, return and keep going.
A clean lesson player, a slide-in curriculum sidebar with search, and a comment thread that reads like a community rather than a form.
Let us know what aging "bloody well" means for you.
The Results
What Changed for the Brand
Comments and replies after course rebuildComments and replies after the rebuild
Visitors who actually signed upVisitors who actually signed up
Higher conversion across productsHigher conversion across products
Aging well for me means staying metabolically healthy - eating well, keeping my brain busy, and staying curious enough to keep trying new things.