Club.co website
Designing a website that turns clarity into conversion
Project type
Website
Year
2025->
Client
Club.co
My role
Head of design / Senior designer
Club is Club — a platform that enables brands to recruit ambassadors, manage creators, run campaigns, and scale affiliate-driven growth. The challenge wasn’t awareness. It was understanding. Community-led growth is powerful, but not obvious. And if the value isn’t clear within seconds, it doesn’t convert.
My role
I worked as design lead and designer, responsible for both the visual direction and the overall experience of the site.
The project sat at the intersection of Club’s new brand and the Club Tie design system. I led how the visual identity translated into a digital experience, ensuring it felt consistent, scalable, and distinctly “Club”.
Working closely with marketing, content and SEO we aligned structure, messaging, and design into one cohesive system built to drive conversion.
I collaborated with the design system designer to build new components where needed and reuse existing ones for consistency and scalability, while pushing the visual layer to feel dynamic and engaging.
In addition, I created key visual assets for the site, including animated films and product imagery, shaping how the product is both understood and experienced.
The result was a system that is structured and scalable without losing energy or creativity.
Problem
The previous platform, Brandbassador, couldn’t support the product anymore.
The experience felt outdated, the value was unclear, and the product required constant explanation. Sales became the primary way users understood what Club actually did, which meant the website didn’t sell — sales did.
This created friction across the funnel, with slow decisions, low conversion, and lost momentum. If it had to be explained, it didn’t scale.
Insight
The issue wasn’t the product, but how fast it could be understood.
Brands don’t buy what’s most powerful — they buy what they understand instantly. Community-led growth wasn’t being rejected, it simply wasn’t being grasped fast enough to create confidence.
Understanding is what creates belief, and belief is what drives conversion.
Shift
The goal shifted from explaining the product to making it self-evident.
Instead of adding more information, the focus was on removing the need for interpretation. This meant moving from features to outcomes, and from pages to flow.
Understanding replaced explanation.
System
The website was designed as a structured decision flow.
It starts with why this matters, shows how it works, reinforces it with proof, makes it relevant through use cases, clarifies the product, and leads to action. Each step removes doubt, and each section answers the next question.
Every second of confusion reduces the chance of conversion.
What Club Enables
Club connects two sides of the same system.
The platform is where brands manage their brand page, campaigns, and programs.
The Club app is where creators and customers engage, collaborate, and drive growth.
Brands activate.
Creators engage.
Performance flows back.
This creates a continuous loop where brand actions drive activity, and activity drives growth.
Structure
To make this complexity understandable, the platform was organized into clear entry points.
Solutions focus on intent — what brands want to achieve. Products structure the feature set into packages. Industries provide context and relevance. Resources build trust through content and proof. Creators complete the ecosystem.
Different paths, but one consistent understanding.
Solution
Club.co is not just a marketing site. It is a system that explains the product without relying on sales.
The experience is clear from the first second, easy to scan, and structured to support decision-making. Design system components ensure consistency and scalability, while the visual direction — including animation and product imagery — brings energy, clarity, and a strong brand presence.
The result is a platform that moves users from first visit to decision without friction.
User Experience
From a brand perspective, the journey is straightforward.
First, they understand the concept. Then they see that it works. They recognize how it fits their business, understand how to use it, and take action.
The experience moves users from confusion to clarity, and from clarity to conviction.
Impact
The shift changed how the product is experienced.
Understanding now happens before sales. Brands arrive with higher intent and fewer objections, with clearer paths depending on their needs. The journey from first visit to decision is shorter and more direct.
The website became the first sales conversation.
Key Insight
Clarity drives conversion.
When a product is instantly understood, it becomes easier to trust, easier to evaluate, and easier to adopt. Club.co turns a complex growth model into something clear, structured, and actionable.
When understanding is immediate, conversion follows.
