TRADEWING
Increase the annual contract value and stickiness of the Tradewing product by creating a system of record for association memberships and revenue
Design the first version of a beastly and complex product
Become familiar with accounting concepts to design intuitive user experiences
Disrupt an antiquated space and leverage good UX as a competitive advantage
I worked with a Product Manager, CTO, two frontend Engineers and three backend Engineers
In Development, 2022
We started by looking at existing solutions to understand the typical features competitors offer. Once we had a good idea of what the space looks like, we talked to 8 existing customers using different solutions with different levels of sophistication.
Competitor Benchmarking
We looked at several competitors in the member management space to understand their feature set and see what our current customers use on a daily basis.
User research with existing customers
We spoke to 8+ customers to understand how they manage their memberships and what they expect from a member management and dues collection solution.
Competitor products are flexible to a fault
Competitors offer a broad set of highly customizable features. Associations often need to hire expensive consultants to help them manage or update their system.
An opportunity to automate workflows and save time
Some associations have less sophisticated member management and dues collection solutions that require a lot of manual work. E.g. A spreadsheet that gets manually updated
Corporate memberships are a top tier need
Corporate memberships are widely needed across different types of associations. A member management solution would not be complete without them.
Complex pricing models need to be supported
Despite our hypothesis that pricing would be simple for most associations, more than half of the customers we spoke to required complex formula based pricing.
Despite our user research and benchmarking, there were things about the member management space we didn’t know until we actually dove into creating a solution. Mocks were often the driving force in defining business rules and concepts.
After talking to 8 customers, we were able to identify patterns that helped us narrow down the crucial features we needed in order to release a first version. There are needs that won't be addressed at first, but we feel confident that we're covering the most important workflows.
Adding and updating individual memberships
Adding and updating corporate memberships
Seamless member experience
Adding & updating new member profiles
Adding & updating prospect profiles
Admin workflows to manage memberships
Automatic membership renewals
Easy payments flow for one-off payments
Admins manually receiving payments
Track existing membership health
Track association membership growth
Track association revenue and transactions
Allowing admins to create and manage a diverse set of membership types their members can choose from.
Allowing admins to add and manage members and non-members in a way that feels intuitive to them.
Allowing admins to view and manage information about individuals in their system, allowing them to take actions like create new memberships, collect payments manually, extend or even terminate memberships.
This project is still in development, however, Tradewing has closed over 10 new contracts based on the expected V1 solution.