Membership software
aglow – The first beauty membership platform
COMPANY
aglow software
ROLE
EXPERTISE
UX/UI Design
YEAR
2024/25
I led the redesign of Aglow’s website to reflect its growth into a modern, trusted, human powered beauty membership platform. The previous site was functional but lacked the warmth, clarity, and storytelling needed to fully express Aglow’s mission: Everything a business needs to create and grow successful beauty memberships, backed by expert human and tech support.
Background
The refreshed website creates a more inviting and informative experience, designed to build trust and communicate how to transform your business with memberships – subscription revenue for your business and better results for your clients.e. It introduces a softer, more calming visual language and a user experience that supports both product education and seamless conversion.
Key improvements
A new homepage that clearly introduces Aglow’s story and value as a beauty membership
A “Why Aglow” page that communicates the brand’s values, purpose, and approach to memberships
A revitalised Product page featuring clear benefit messaging, core features in aglow, how aglow can transform your business and customer reviews
Improved subscription messaging to highlight the advantages of ongoing use
A mobile-first, performance-optimised design with a soft, natural aesthetic
The result is a more emotionally engaging and trustworthy digital presence that supports aglow’s mission to lead the beauty membership movement.
Team
Product Designer and Engineering team
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Discovery & Research
We started by understanding Aglow’s brand, audience, and goals. This included:
Auditing the existing site to identify usability issues and content gaps
Reviewing customer feedback and support queries to surface pain points
Analysing competitor and adjacent wellness brands to define opportunities for differentiation
Clarifying the business objectives: improve conversion, communicate value more clearly, and support long-term engagement via the beauty membership model
Defining
Based on insights gathered, we aligned around a few key principles:
Build trust and transparency through storytelling and real customer results
Shift from a transactional site to a nurturing, membership-led experience
Make the product offering feel accessible, warm, and human
Optimise for mobile and performance to support a growing digital audience
Design
The updated visual direction focused on simplicity, calm, and clarity:
A refined, natural colour palette and soft gradients to reflect beauty and wellness
Clean, spacious layouts with thoughtful typography
Use of real customer photography, before-and-after imagery, and UGC to build authenticity
Modular, scalable UI components for future growth
Build
We worked closely with developers to bring the design to life with attention to performance and responsiveness:
Mobile-first development to support the primary user base
Optimised image loading, caching, and accessibility
Integrated subscription flows and payment handling seamlessly
Launch & Learn
Post-launch, we monitored analytics and customer behaviour to validate improvements:
Increased time on site and conversion rates on the product page
Lower bounce rates across mobile
Positive qualitative feedback around clarity and ease of use
This design process ensured the final site not only looked beautiful, but worked hard to support Aglow’s brand, business, and customers.
