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New Member Treasure Hunt


  • Shoppers who engage with more areas of the club are:

    • more likely to see value in their membership, so they are​

    • more likely to renew their membership

  • A team was embedded in the club to run different experiments

  • With daily member feedback, this team landed on the combination of behavioral science and gamification


  • My goal was to respect discoveries the team made around specific language, match the voice of, and experiment with a welcoming and encouraging tone

  • My role: design manager and content designer


  •  7% increase in new member retention for people who played the game in their first visit

  • Moved out of test and learn model in limited clubs to launching chain-wide

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