PriceSmart is a membership based warehouse club operating in Central America and the Carribean. PriceSmart’s digital membership ecommerce software required a substantial amount of people and process operations to complete a membership. Members were asked to answer many questions to complete a basic purchase. The role of “telemarketer”, was necessary to call a member to verify their information and to complete a membership process which created significant friction to purchase.
The solution was to create a new application featuring an updated interface which reduced the steps required for users to complete a purchase and remove the need for telemarketers to call members to complete a purchase. The front page was reworked to simplify the comparisons between memberships with the most important decision making points.