Redesigning the membership sign-up for clarity and conversion

The membership sign up process for Norsk elbilforening was a bit confusing to users and creating unnecessary friction in the conversion funnel. Users struggled to understand the available membership options and frequently abandoned the sign-up flow.

My Role

I led a redesign that broke the journey into clear, sequential steps with a live pricing sidebar — matching how users actually think about membership: base first, extras second.