AG1

Building Loyalty Through Membership Design

Summary

By focusing on user engagement and retention, I crafted a design that not only fosters loyalty but also makes it easier for members to connect with the brand and its benefits.

Skills & Features

Seeing What Users Currently Used

The existing dashboard for AG1 was very basic and sterile, which didn't match the premium experience that the product itself offers. Given that AG1 is positioned as a high-quality health drink with a price tag of around $80 for 30 servings, the user experience on the dashboard needed to reflect that same level of premium feel. The previous dashboard was functional, but it lacked personality and didn’t convey the value of AG1 in a way that matched the product’s branding.

As the goal was to elevate the experience for logged-in members, we knew the design needed to make users feel valued and give them a sense of exclusivity. The existing portal didn’t speak to the premium nature of AG1, and we saw an opportunity to create a dashboard that aligned with the brand’s ethos of high-quality, personalized health.

What was Needed From This Platform?

To inform our redesign, we closely examined the member portals of several competitors, including Gainful, Prose, and Care/of. Each of these brands has cultivated a strong premium identity, and their portals offered useful insights into creating a more personalized, engaging experience for AG1 users.

  • Gainful’s portal stood out for its ability to personalize nutrition plans based on detailed user profiles, creating a sense of tailored care. They also had the option of having a 1:1 call with an expert.

  • Prose’s platform excelled in offering a high degree of customization, letting customers refine their products based on specific needs and preferences.

  • Care/of also did a great job incorporating wellness tracking features and showing how the supplements fit into a larger health journey.

By analyzing these examples, we identified key features that AG1’s portal could integrate to enhance the user experience, from personalized recommendations to better tracking and a stronger sense of community. These features would not only reflect AG1’s premium positioning but also keep users engaged and loyal to the brand.

Planning & Prioritizing Content

I created three distinct versions of the AG1 member portal, each with its own personality but all maintaining similar core elements and priorities to suit different user needs.

  • Version 1: This version focuses on ease of subscription management and access to the referral discount, making it simple for members to update their subscriptions. It also highlights educational content, such as product instructions and health tips, over general product information or lifestyle content.

  • Version 2: This version taps into the lifestyle aspirations of AG1 users, positioning the product as part of a desired daily routine. While still prioritizing subscription and referral options, this version condenses information to keep the page sleek and more focused on the user’s wellness goals.

  • Version 3: Designed for users who value detailed information, this version emphasizes impact, showcasing AG1’s benefits and social responsibility initiatives. While it still prioritizes subscriptions as the main call-to-action, it provides a more comprehensive overview of the product’s value.

Version 1

Version 2

Version 3

What I Learned

Through this process, I learned that designing a premium member experience is about aesthetics and more—it's also about aligning the design with the core values of the brand and meeting user expectations at every step. The three portal versions showed me that different users value different aspects of the experience, from easy subscription management to a focus on lifestyle and impact. Additionally, prioritizing features that foster brand loyalty—such as making it easy to update subscriptions, gain rewards, and access educational content—was crucial in driving engagement. Ultimately, testing these iterations against each other helped us determine which elements truly resonated with users and aligned with AG1's mission to provide a premium, value-driven experience.

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