The Mum Club

The Mum Club are the UK's leading event-based members community for mums. They're committed to re-building the villages our generation has lost, promoting their 'happy mum = happy family ethos'. Find out what happened when they gave us a call to freshen up their brand.

The Mum Club
The Mum Club

Different users, one identity

When the UK’s leading event-based members community for mums, The Mum Club, came calling for a catch up – of course we picked up. With over 70,000 followers on Instagram, they wanted to upgrade their website and freshen up their brand. They wanted to create a unified presence across all of their platforms that was cool, fun and strong. They were looking to embed a concept into their website that appealed to women who identify as an individual as well as a mother.

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The Mum Club
The Mum Club
The Mum Club

Creating journeys without compromise

To accomplishThe Mum Club’s vision without compromise, we needed to understand their audience from top to bottom. To begin, our expert UX designers undertook a thorough review of their existing user experience. Analysis of their top 3 user goals – community, events, and expertise – were explored through in-depth user interviews. Once this was complete, we highlighted areas for improvement via our affinity diagrams. Based on functionality, the user flow was agreed on and the site navigation was laid out to create the ultimate journey throughout the site for the user.

The Mum Club
UX UI wireframes for Webflow
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How to create cohesion and empower personalisation

With the user journey at the forefront of the website’s design, award-winning AI discovery platform Bibblio was chosen for integration. This platform personalises their users content quickly and accurately, instantly improving their users experience by ensuring they reach the right content first time, every time. Not only does this create unique experiences for the user, but also lowers the bounce rate and improves the overall session duration for maximum impact.  

Where a brand has been is just as important as where a brand is going. That’s why we chose to create a WordPress website which allowed us to migrate their user data, images and posts to ensure none of their data (and history!) was lost. Thanks to the functionality of WordPress, our developers provided a platform that easily obtains new email sign ups. Alongside this, seamless integration of their marketing systems meant their users had easy access to their marketing campaigns.

Cohesion across their brand identity was at the top of The Mum Club’s list. Our designers and branding experts worked closely with them to produce a range of assets including a makeover of their Instagram output. As part of this, they were provided with templates they can adapt and use for future posts.

The Mum Club Webflow website
The Mum Club social graphic
The Mum Club social graphic
Mums at The Mum Club event
The Mum Clubs Webflow website
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The Mum Club
The Mum Club

Welcome to the club

Since launching alongside a unified social media presence, we’ve been on hand to support The Mum Club across their digital marketing and web development. So far this has included full-scale email campaigns bringing their brand to life and creating new channels for user accessibility through blogs.

Just like the job of a mum, there’s always more work to do as your baby (or in this case, business!) continues to grow. Through ongoing cycles of analysis and research, we will continue to work with The Mum Club to pinpoint areas of improvement across their site’s user journey.

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