As MoeGo expanded into the broader pet care space, we discovered a growing demand for subscription-based membership models— especially among businesses offering daycare services. While our platform previously supported simple packages, it lacked the flexibility and automation needed for recurring memberships.
This project aimed to design and launch MoeGo’s first Membership module from 0 to 1—enabling businesses to create, sell, and manage recurring memberships that drive client loyalty and steady revenue. As the solo designer on this project, I collaborated closely with product, engineering, and customer success to define the MVP, prioritize feature sets, and craft an experience that works seamlessly for business owners, front-desk staff, and pet parents.
The result: a scalable Membership system that strengthened platform stickiness, reduced churn risk, and increased MoeGo Pay adoption.
My role
Lead Product designer
The team
Product designer: 1
Developers: 5
Product manager: 1
Website
Timeline
Aug - Oct 2024
In the pet care industry, membership programs have become a widely adopted strategy to build customer loyalty and ensure steady, recurring revenue. According to the 2023 Pet Services Industry Report, over 40% of multi-service pet care businesses in the U.S. offer some form of membership or subscription-based service.
This model delivers clear benefits for both sides:
For businesses: predictable monthly income, improved retention, and streamlined operations.
For clients: cost savings, added convenience, and access to premium perks.
As we began onboarding more Tier 1 and Tier 2 businesses—many migrating from platforms that already offered robust membership tools—this gap quickly became a major blocker.
Without membership functionality, some prospects hesitated or even churned, making it clear that building a membership module was not just a nice-to-have, but a critical step in our product evolution.
Although we didn’t conduct a formal user research phase for this feature due to timeline constraints, we synthesized insights from:
Recurring requests and pain points raised by Customer Success and Sales teams
Industry benchmarks and competitive analysis of platforms like Gingr, PawLoyalty, and PetExec
Informal interviews with high-value clients during onboarding and support calls
These sources gave us a clear understanding of essential needs: flexible membership configuration, recurring billing, benefit tracking, and client management.
I also collaborated with the PM to clearly define what “Membership” means within the MoeGo ecosystem and how it differs from our existing “Package” feature, ensuring alignment across design, product, and engineering.
1. Business Owner
The business owner is responsible for defining the pricing, benefits, and overall strategy behind memberships. Their goal is to drive recurring revenue, improve client retention, and offer competitive service packages. They need clear insights into performance metrics and flexibility to adjust offerings based on business needs.
2. Store Manager
The store manager oversees day-to-day operations and ensures smooth implementation of the membership program. They need efficient tools to track which clients are members, what services are included, and how benefits are applied. Their workflow often includes answering client questions, managing usage, and resolving inconsistencies—so they need a solution that’s easy to manage and reduces manual effort.
3. Pet Parents
Pet parents are the end users of the membership program. They’re looking for value—discounts, convenience, and predictable costs. An easy sign-up experience, transparent membership benefits, and visibility into their usage are key to keeping them engaged and satisfied.
Given the tight timeline, it was crucial to carefully define the MVP scope. Through conversations with several business owners, we identified the top priority: maintaining ongoing membership revenue. In other words, once pet parents who are already subscribed migrate to MoeGo, the system must allow their subscriptions to continue seamlessly.
With this in mind, we structured our MVP into clear phases:
P0: Enable selling and purchasing memberships
P1: Allow businesses to configure membership benefits and support benefit redemption within the appointment flow
P2: Focus on enhancing user experience and operational efficiency
This phased approach helped us deliver core value early while setting a strong foundation for future enhancements.
The MVP solution enables businesses to easily create and configure membership plans tailored to their needs. Users can define key parameters such as billing cycle (e.g., monthly, quarterly) and pricing.
Pet parents can easily purchase memberships through the online client portal. The flow is mobile-friendly and streamlined to help drive adoption and support client loyalty.
Entry
Purchase flow
For clients with active memberships, staff can view purchase history and manage subscriptions directly from the client profile—including the ability to cancel memberships when needed.
To help staff quickly identify clients with active memberships, I explored various UI approaches—including tags, badges, icons, and other visual cues. After testing different options and evaluating them for clarity, visibility, and scalability, we ultimately chose a gold paw icon. It’s visually distinct, aligns with the pet care context, and can be easily recognized across different parts of the system without adding visual clutter.
In the P1 iteration, I designed a membership details with summary stats and a subscription list to help business owners and store managers track performance and manage client subscriptions more efficiently.
Another critical iteration was the Membership Benefits feature. In this iteration, I introduced a flexible benefit configuration section within the membership settings. This allows businesses to define exactly what perks are included in each membership plan—such as discounts, complimentary services, or specific service items. By centralizing benefit setup in the configuration stage, we enabled staff to seamlessly apply these perks at checkout without needing to manually verify or input them.
This not only reduces front-desk friction but also ensures a consistent experience for both staff and clients, making membership value more tangible and easier to redeem.
Another important iteration was displaying membership status in the booking flow. Previously, clients booking appointments online had no visibility into whether their membership benefits would be applied. This often led to confusion around pricing, uncertainty about what's included, and missed opportunities to highlight the value of membership.
This small but impactful change not only improves transparency for clients but also reduces support inquiries and checkout discrepancies. It reinforces the value of membership throughout the client journey—starting from booking, not just at checkout—and encourages more clients to engage with and renew their plans.
Although still in beta, the Membership functionality has shown strong early results:
Increased MoeGo Pay Adoption: By integrating membership purchases and renewals with MoeGo Pay, the feature directly drove payment conversion.
Reduced Churn Risk: Before this launch, lack of membership functionality was cited as a top reason for hesitation among Tier 1 prospects. After release, 80% of previously at-risk clients (who cited this as a blocker) completed onboarding.
Strengthened Platform Stickiness & Business Retention: Memberships incentivized client loyalty through perks and discounts, helping businesses retain more pet parents. 70% of participating businesses reported increased booking frequency from subscribed members; 45% of subscribed pet parents made bookings at least 1.5x more frequently than non-members.