B2C
·
2021-2023
Platform
Web
Design
UX/UI, Graphic
Type
UX/UI Designer
Agency
Dotdash Meredith (now People Inc.)
Planning and designing the websites for Food & Wine Connoisseur Club, Skyguide Executive Privilege Club, and Golf Players Club.
These clubs offered similar kinds of content, but needed different identities. The goals for the members understand what their membership included, browse current offers, return for new content, and manage their accounts.
I was the primary UX/UI designer for the web experience. I mapped how the sites should work, created the page structures and reusable interface patterns, developed visual directions, and designed public and signed-in pages for desktop and mobile, and custom materials for brand identity.
Role
UX/UI DESIGNER
GRAPHIC DESIGNER
Mapping the Territory
The brief began with three separate club sites, but many of the same design questions appeared throughout the project. Rather than solve navigation, offer organization, account access, and content updates three different ways, I decided what should remain 2 and what should adapt to each club. I handled the hands-on UX and interface design while working with the executive UX lead, engineering, and other contributors.
Mapping How Everything Connected
Before designing individual screens, I built a large Whimsical map connecting public pages, offer categories, editorial content, login, account tasks, and support. It helped me identify repeated page types, understand how different areas should connect, and find places where members might lose their way. The map became the reference point for the page structures and flows that followed.
Establishing the Design Foundations
Once the structure was clear, I organized recurring elements into a Figma library, including navigation, cards, buttons, forms, icons, and footers. I also defined how those elements should respond when titles ran long, cards had less content, actions needed more emphasis, or wide layouts moved to mobile. This kept the interface consistent without requiring every club to look alike.
How the Design Changed by Club
The page structure provided a consistent starting point, while the visual decisions changed with the content and audience. Food & Wine became more layered and expressive, Skyguide used more open space and a calmer presentation, and Golf Players Club used a clearer hierarchy and more measured pace. I adjusted typography, contrast, image composition, content density, and spacing instead of simply changing colors at the end.
A Closer Look at Food & Wine
Food & Wine needed to present offers, events, travel, recipes, and services without feeling like a long list of deals. I organized the homepage around large feature images, smaller offer groups, editorial breaks, and clear member actions. I explored a restrained photography-led direction as well as a more expressive direction using botanical pieces, travel references, food imagery, and deep burgundy and green sections.
This sparked my love of photorealistic flat-lay collaging whenever I needed a creative outlet. When I had the opportunity to create the visual identity for Food & Wine Club, I drew on that same nostalgia; layering national flowers, native wildlife, recognizable architecture, landscapes, and food like keepsakes from a local gift shop, then framed each composition in the shape of a wine label—as though it were a cherished sticker someone might collect in a traveler’s notebook.
The Signed-In Experience
The public pages could be more visual, while the account experience needed to be simple and reassuring. I designed billing, security, profile editing, contact, and other signed-in screens for desktop and mobile, making the member’s current status, next action, and confirmation clear. On smaller screens, I reordered information and reorganized wide layouts rather than simply shrinking the desktop version.
Registering Membership
Membership to all Clubs is by inviation-only - typically after taking a survey operated by Bizrate Insights (a Dotdash Meredith [now People Inc.] brand). The registration process is simple - requiring basic information from the user - and members would be able to access deals immediately after registration. On the right panel, quality photograph and membership details encourage prospective users to complete their registration to take advantage of exclusive membership advantages.
Account Management
Basic account management can be edited through the account portal. Cancelling subscription is to be handled over the phone as requested by the Food & Wine Club Program Manager - this detail is outlined in the site's FAQ page.
What I Took Forward
Designing all three clubs together also showed me how a shared structure could keep the experience consistent without making the brands feel interchangeable.
Status
Completed