KICKS:
A loyalty club worth joining

The membership page and benefits page previously existed as two separate, static pages. The design had not evolved alongside the rest of the brand, and the information members needed was split across two disconnected destinations.

During the process, we discovered that both pages were essentially communicating the same message to users, while the Club page itself was ranking higher on search (SERP). This insight became a key driver for the redesign: rather than maintaining two overlapping, competing pages, we consolidated them into a single, stronger destination.

Working closely with the CRM and Loyalty teams, I merged the content into one cohesive Club page with a fresh, modern look. The focus was on clearly showcasing every member benefit and making them genuinely appealing, both for new visitors considering joining and for existing members who needed clear, easy-to-find information about what they were already entitled to. This put rewards, offers, and personal status front and center, turning a fragmented, dated experience into a destination members actually look forward to visiting, while also strengthening the page's search visibility by concentrating relevance into one clear entry point.

• Owned the end-to-end UX/UI redesign of the KICKS Club page, from initial insight to final design
• Identified the opportunity to consolidate the membership and benefits pages.
• Drove the content strategy, deciding how member benefits should be prioritized and presented to be equally clear and appealing for existing members and new visitors
• Led collaboration with the CRM and Loyalty teams, aligning design decisions with business goals and ensuring the new page reflected both teams' priorities
• Took the concept from initial idea through to a finished, cohesive design ready for launch.

The new KICKS Club page is set to launch across Sweden, Norway, and Finland at the end of August, bringing a unified, modern membership experience to all three markets.

By consolidating two fragmented pages into one clear destination, the redesign is expected to reduce confusion for existing members, make benefits easier to discover and act on, and strengthen the page's appeal to prospective members, ultimately supporting stronger recruitment and retention.