Virgin Active Members' Portal

UX/UI WEB

Agency
McCormack & Morrison

Role
UX/UI, Creative Direction and Lead Design

Overview

The Virgin Active Members’ Portal was a private site used by members to manage everyday tasks such as booking classes, checking timetables, updating membership details and accessing offers.

I was responsible for the UX and creative direction of a responsive portal designed for frequent use, often on mobile and often in a hurry.

2014-2016

Research and insights

Research was carried out through discussions with Virgin Active stakeholders and the agency team, alongside reviews of existing member journeys and support issues.

This made it clear that most visits were task driven. Members wanted to book classes quickly, check schedules, and make small changes without friction. Anything that slowed that down caused frustration.

These insights shaped a design focused on speed, clarity and predictable behaviour.

Design work

The portal was designed around repeat usage rather than exploration. Common actions were prioritised, interaction patterns were kept consistent, and layouts were structured to reduce effort rather than impress visually. The visual design aligned with the Virgin Active brand but stayed restrained to support usability.

Responsive behaviour was considered throughout, with particular attention to touch interactions and legibility on smaller screens.