Membership Sell Funnel

How we increased Annual Plan Adoption by 15%

Role:

Product Designer

How we increased Annual Plan Adoption by 15%

Role:

Product Designer

Overview

A streamlined membership sales flow integrated into a B2B veterinary app.
The goal was to provide veterinarians with an efficient, user-friendly way to offer membership plans to clients directly within their daily workflow.

A 15% increase in annual plan adoption by enhancing the UX and redesigning the enrollment flow, and directly improving the company’s cash flow and revenue stability.

An improved UX and redesigned flow resulted in a 15% increase in annual plan adoption and a stronger cash flow.

Business Goals

The short-term business outcomes we committed to achieving in 30 days

Drive Revenue Within 30 Days

Build and launch a sales experience that would enable real revenue flow within a month, a milestone critical for investor engagement.

Build and launch a sales experience to drive real revenue within a month, crucial for investor engagement.

Minimize Development Costs

Reach business goals with minimal product development effort, by leveraging existing components or infrastructure.

Achieve business goals with minimal development by leveraging existing components and infrastructure.

Core UX KPIs

Metrics we aligned on as a team to measure success and focus design efforts where they matter most.

Membership Funnel Conversion Rate

Measure how many membership offers result in completed sign-ups across both monthly and annual plans.

Funnel Completion Time

Track how long it takes from banner click to completed payment

Drop-Off Points

Identify where users (vets or clients) abandon the flow to understand where improvements are needed.

Annual vs. Monthly Plan Selection

Monitor the percentage of users selecting the higher-value annual plan to evaluate business alignment.

Personas

Our primary users are pet owners and veterinarians in 'The Vets' corporate veterinary service.

Pet owners, like Sarah, seek flexibility and clarity when choosing care plans, while veterinarians, like Dr. Ryan, focus on delivering high-quality care efficiently and building lasting client relationships

Personas

Our primary users are pet owners and veterinarians in 'The Vets' corporate veterinary service.

Pet owners, like Sarah, seek flexibility and clarity when choosing care plans, while veterinarians, like Dr. Ryan, focus on delivering high-quality care efficiently and building lasting client relationships

The solution

Designed Screens

These screens are the outcome of a research-led design process, refined through wireframes and aligned with development time constraints.

Membership Banner

Membership funnel Entry Point

A banner integrated into the Medical Guideline screen directs users to a Membership landing page. This page presents a clear comparison of available plans, highlighting benefits, cost savings, included services, and payment options (monthly vs. annual).

Pet Selection & Tailored Plan

Personalized Plans for Selected Pets

After selecting pets, a brief loading screen prompts the vet to continue the flow with the client.
Tailored membership plans, with monthly and annual options, display the discounted annual plan, and any applicable credits are automatically applied.

After selecting pets, a brief loading screen prompts the vet to continue the flow with the client. Tailored membership plans, with monthly and annual options, display the discounted annual plan, and any applicable credits are automatically applied.

Consent Form

Client Signature Process on Personal Device

Immunization/Medication Data

Instead of signing on the vet’s device, terms are sent to the client's phone. The UI of the app includes real-time signature status to avoid confusion or delays

Instead of signing on the vet’s device, terms are sent to the client's phone.
The UI of the app includes real-time signature status to avoid confusion or delays

Summary & Payment

Final Review and Enrollment Completion

Following the signature, the funnel progresses to a summary screen displaying the selected membership plan(s), pricing details, including applicable discounts and credits. The client completes enrollment by entering credit card information.

What is next?

To build on the current funnel's success, we’re exploring next-phase features to enhance both client engagement and vet-led conversion.

What is Next?

Client Membership Profile

A new profile section in the company’s booking system will allow clients to view plan usage, explore included benefits, add pets, or chat with a veterinarian, designed to increase engagement and improve retention.

Real-Time Savings Banner

A planned banner in the Medical Guideline screen will display real-time savings if the client enrolls, reinforcing the plan’s value at the decision point to drive conversions.

To build on the current funnel's success, we’re exploring next-phase features to enhance both client engagement and vet-led conversion.

What I Learned From This Process

A streamlined membership sales flow integrated into a B2E veterinary app.
The goal was to provide veterinarians with an efficient, user-friendly way to offer membership plans to clients directly within their daily workflow.

Designing For Hybrid Users

Both internal staff (veterinarians) and clients require clear transitions and role-specific instructions.

Designing For Impact Under Constraints

By embedding a partly existing funnel via Highframe, we met our business goals without building a full flow from scratch.

Collaborating on a Complex Flow

Collaborating with another designer, I learned about shared responsibility and leading design while maintaining autonomy.

Appreciate Your Time!

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Next Project

Overview

A streamlined membership sales flow integrated into a B2B veterinary app. The goal was to provide veterinarians with an efficient, user-friendly way to offer membership plans to clients directly within their daily workflow.

Business Goals

The short-term business outcomes we committed to achieving in 30 days

Drive Revenue Within 30 Days

Build and launch a sales experience that would enable real revenue flow within a month, a milestone critical for investor engagement.

Build and launch a sales experience to drive real revenue within a month, crucial for investor engagement.

Minimize Development Costs

Reach business goals with minimal product development effort, by leveraging existing components or infrastructure.

Achieve business goals with minimal development by leveraging existing components and infrastructure.

Core UX KPIs

Metrics we aligned on as a team to measure success and focus design efforts where they matter most.

Membership Funnel Conversion Rate

Measure how many membership offers result in completed sign-ups across both monthly and annual plans.

Funnel Completion Time

Track how long it takes from banner click to completed payment

Drop-Off Points

Identify where users (vets or clients) abandon the flow to understand where improvements are needed.

Annual vs. Monthly Plan Selection

Monitor the percentage of users selecting the higher-value annual plan to evaluate business alignment.

Membership Banner

A banner integrated into the Medical Guideline screen directs users to a Membership landing page. This page presents a clear comparison of available plans, highlighting benefits, cost savings, included services, and payment options (monthly vs. annual).

Pet Selection & Tailored Plan

After selecting pets, a brief loading screen prompts the vet to continue the flow with the client. Tailored membership plans, with monthly and annual options, display the discounted annual plan, and any applicable credits are automatically applied.

After selecting pets, a brief loading screen prompts the vet to continue the flow with the client. Tailored membership plans, with monthly and annual options, display the discounted annual plan, and any applicable credits are automatically applied.

Consent Form

Instead of signing on the vet’s device, terms are sent to the client's phone. The UI of the app includes real-time signature status to avoid confusion or delays

Instead of signing on the vet’s device, terms are sent to the client's phone. The UI of the app includes real-time signature status to avoid confusion or delays

Summary & Payment

Following the signature, the funnel progresses to a summary screen displaying the selected membership plan(s), pricing details, including applicable discounts and credits. The client completes enrollment by entering credit card information.

Client Membership Profile

Real-Time Savings Banner

What I Learned From This Process

A streamlined membership sales flow integrated into a B2E veterinary app. The goal was to provide veterinarians with an efficient, user-friendly way to offer membership plans to clients directly within their daily workflow.

Designing For Hybrid Users

Both internal staff (veterinarians) and clients require clear transitions and role-specific instructions.

Designing For Impact Under Constraints

By embedding a partly existing funnel via Highframe, we met our business goals without building a full flow from scratch.

Collaborating on a Complex Flow

Collaborating with another designer, I learned about shared responsibility and leading design while maintaining autonomy.

Bat Chen Ben Arza 2025 Ⓒ

A streamlined membership sales flow integrated into a B2B veterinary app.
The goal was to provide veterinarians with an efficient, user-friendly way to offer membership plans to clients directly within their daily workflow.

After selecting pets, a brief loading screen prompts the vet to continue the flow with the client.
Tailored membership plans, with monthly and annual options, display the discounted annual plan, and any applicable credits are automatically applied.

Instead of signing on the vet’s device, terms are sent to the client's phone.
The UI of the app includes real-time signature status to avoid confusion or delays

A streamlined membership sales flow integrated into a B2E veterinary app.
The goal was to provide veterinarians with an efficient, user-friendly way to offer membership plans to clients directly within their daily workflow.