Age Brilliantly
Increased B2C community platform sign-ups by 50% through a website revamp
My Role
As a Product Designer, I collaborated with a team of 3 UX/UI designers to revamp Age Brilliantly’s website user experience. Through collaborative efforts, we identified the cause of low conversions. Utilizing research data and insights, I implemented design iterations that optimized the sign up and onboarding experience.
Team
3 UX Designers/Researchers (including me)
Research Method
Competitor analysis, Interview, Usability Testing, Heuristic Evaluation
Discipline
Product Design, UX Design
Platform
Website
Time Frame
2 month
Overview
Age Brilliantly is a B2C community platform that empowers people at all life stages to live long and fulfilling lives. The platform provides curated resources such as blogs and free workshops, and also hosts a member forum where individuals can connect, share experiences, and learn from one another.
However, the original website struggled with low conversion rates. While many users visited to register for free workshops, very few went on to explore additional features or join as members. This revealed a gap in how the site communicated its value and guided users toward deeper engagement.
Objective
Understand the reasons behind low conversion by identifying where users drop off and uncovering the challenges in their journey.
Uncover how users perceive Age Brilliantly’s value and what prevents them from seeing the benefits of joining as a member.
Explore opportunities to strengthen engagement by learning what motivates users to return, participate, and explore beyond free workshops.
Outcomes
50%
Achieved a 50% increase in sign-up conversions within two months after launch.
35%
Boosted post-sign-up engagement by 35%, with more members exploring blogs, forums, and workshops in their first week.
Received positive feedback from members, with many highlighting the clearer sign-up flow and welcoming dashboard.
Challenge
01
Unclear first impressions on the Age Brilliantly's homepage made it difficult for users to quickly understand the platform’s purpose and how to get started.
02
Limited clarity around membership value left users uncertain about the benefits of joining the community.
03
Lack of onboarding after sign-up meant new members had no clear guidance on what to do next, reducing opportunities for deeper engagement.
Research
To understand the reasons behind low sign-ups, my team and I conducted a research, including surveys, user interviews, usability testing, and an heuristic evaluation throughout the whole website.
Conducted a heuristic review of the existing website to reevaluate usability, identify friction points in navigation, and assess how effectively the site convey its value.
Interviewed 12 participants, including current workshop attendees and individuals unfamiliar with Age Brilliantly, to better understand their motivations, expectations, and barriers to joining the community.
Conducted usability testing to evaluate how easily participants could navigate the website and complete key tasks, with the goal of identifying barriers that prevented smooth sign-up and meaningful engagement.
Leveraging insights from competitor benchmarking, I then led my team to implement a website redesign that prioritized user experience and aimed to drive sign-ups.
Insights and Recommendations
Insight 1:
Age Brilliantly’s homepage overwhelmed users with unclear hierarchy and messaging, leaving them unsure how to navigate. 68% of participants said they weren’t sure where to start or what each button would lead to, and many also mentioned they didn’t immediately understand what the platform offers or what they could do on it.
The page was overly long and cluttered, presenting too much information at once without a clear structure.
The homepage had 12 different buttons, many with long, vague phrases like “Take Control of Yours Today – Starting Now!” These buttons often led to different pages such as the sign-up page or contact page.
Messaging such as “Adopt the Age Brilliantly Mindset” was vague, leaving users uncertain about its meaning or relevance.
During usability tests, many senior adults expressed frustration when redirected to unexpected pages, often leaving the site entirely rather than navigating back. This revealed that the homepage lacked a clear, consistent flow and overwhelmed users with too many branching links. These findings highlighted the need for a more straightforward entry point that introduces Age Brilliantly and its benefits without diverting users elsewhere too soon.
Recommendation 1:
Simplify the homepage with a clear focus on joining the community by highlighting the key benefits upfront and updated all CTA labels to use stronger, more action-driven wording, making it easier for users to understand the value of signing up.
Replaced the overwhelming questions with a clear headline highlighted what Age Brilliantly is at the top of the page
Displayed Age Brilliantly’s key benefits directly below the hero section so users could immediately understand what they gain by joining.
Outcome
Following the homepage redesign, usability testing indicated a clearer and more engaging first impression of Age Brilliantly. Users reported that the shorter layout and simplified messaging made it easier to understand what the platform offers and why they should join. The updated CTA also felt more welcoming and approachable
Insight 2:
After users clicked Join Our Community, they were sent directly to a registration form without seeing a clear explanation of the membership. Participants mentioned that they felt uncomfortable sharing personal details without being reminded of what they would gain.
At the same time, the company was preparing to introduce a subscription model, which meant users needed to clearly understand the difference between free and paid memberships early on. Without this transparency, there was a risk of confusion or mistrust when fees were introduced later.
Recommendation 2:
Created a membership page that clearly explains benefits and transparently presents free vs. premium tiers, building trust and preparing users for future subscription upgrades.
Reintroduced membership benefits before the form so users are reminded why joining is valuable before being asked for personal details.
Highlighted “free” status prominently to reduce hesitation and encourage immediate sign-ups.
Outcome
The redesigned membership page made the sign-up process feel clearer and more trustworthy. By presenting membership benefits side-by-side and keeping them visible next to the registration form, users reported feeling more confident about what they would gain before entering personal details.
Insight 3:
Age Brilliantly missed the opportunity to guide new members after sign-up, sending them back to the homepage with no clear direction, which caused many users to leave instead of exploring the platform.
Google Analytics showed that many users left right after signing up. During usability tests, participants mentioned that it would be helpful to have a guide or welcome space that showcases Age Brilliantly’s features. Without this, users were redirected back to the homepage with no clear next step, making it harder for them to explore areas like the blog, workshops, or forums.
Recommendation 3:
Create a personalized member dashboard that welcomes new users, highlights key features, and guides them toward next steps.
The redesigned dashboard highlights Age Brilliantly’s core features at the top, while the section below introduces personalized content, giving users both a broad view of what’s offered and tailored next steps to start engaging right away.
Added a right-hand panel showcasing upcoming workshops and trending articles, giving users quick access to time-sensitive events and relevant content that encourages ongoing engagement with the platform.
Outcome
Analytics after the redesign showed that users were more likely to interact with multiple features when workshops and articles were surfaced directly on the dashboard. Instead of dropping off after sign-in, users explored upcoming events, clicked through trending articles, and engaged with more of Age Brilliantly’s core offerings.
Learnings
01
Designing for different audiences
Since Age Brilliantly’s main audience is older adults, I realized some of my assumptions about how users interact with technology did not always hold true. This pushed me to pay closer attention to accessibility, clarity, and pacing, and taught me the importance of embracing diverse perspectives when making design decisions.
02
Identifying and prioritizing UX issues
As the first design team the company had ever hired, we inherited a platform built mainly with WordPress templates by engineers. At first it felt overwhelming to see how many design issues existed across the site. Beyond the main redesign, we spent significant time identifying and prioritizing usability problems, which taught me the importance of breaking down complex issues step by step and focusing on the changes that create the most immediate value.
03
Staying aligned in a growing team
Over the summer, the company kept hiring new team members, which made it essential for us to ensure everyone stayed on the same page. I learned the importance of documenting decisions clearly, sharing updates consistently, and creating a structure where new people could quickly understand the project direction. This experience showed me how strong communication and collaboration practices are just as important as the design work itself.
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