The objective was to enhance membership sales by improving the club location selection feature within the Join flow. The user goal of deciding between clubs was not well afforded by the previous design; it allowed users to see only one club at a time. There were no features to compare one club to another based on locations, prices, offerings or amenities.
Business required secondary features such as having a dedicated marketing space to highlight nation-wide promotions throughout the purchase process. The technical limitation was to use Google Place and Maps API, and no custom search engine to be used.