Transforming a high-volume digital membership journey

Basic-Fit was undertaking a major migration of its customer-facing digital platform to Salesforce Commerce Cloud. The challenge was not simply to replace the underlying technology. The new platform needed to preserve business-critical membership journeys, support multiple European markets and create a stronger foundation for continuous product optimisation.

Customer problem

Customers needed to understand membership options, compare plans and complete registration with as little friction as possible. Any confusion, performance issue or interruption across this journey could affect conversion, abandonment and customer trust.

My contribution

• Contributed to implementation and optimisation of critical membership journeys.
• Identified UX and technical friction within customer-facing flows.
• Evaluated implementation trade-offs with product and engineering stakeholders.
• Supported reusable frontend architecture across markets and experiences.
• Improved performance, accessibility and interface consistency.

Product and technical decisions

• Protect the critical customer journey: prioritise plan exploration, registration and conversion flows.
• Build for reuse across markets: shared components reduced inconsistency and supported regional rollout.
• Balance migration with improvement: preserve continuity while improving areas where evidence showed friction.
• Connect engineering decisions to customer outcomes: performance, accessibility and frontend architecture were treated as product concerns.

Journey before and after

Before: legacy platform -> fragmented patterns -> inconsistent country experiences -> technical limitations -> difficult optimisation.

After: reusable customer journeys -> shared design and frontend patterns -> scalable regional rollout -> improved measurement -> continuous optimisation.

Selected outcomes

The wider programme contributed to measurable improvements across important digital indicators, including conversion, cart abandonment, bounce rate, engagement and click-through rate.

What I learned

Large migrations succeed when they are treated as product transformations rather than infrastructure replacements. Alignment between customer needs, business goals, design decisions and technical constraints was as important as delivering the new platform itself.