Membership Service Design and Discovery Research

UK Sport seeks a service design partner to conduct comprehensive discovery research for their System Membership initiative. The engagement includes: conducting structured qualitative research to develop user archetypes and identify pain points, needs, and opportunities; designing future membership experiences that create seamless end-to-end user journeys; delivering a detailed discovery report with findings and recommendations that will inform System Membership development and the broader UK Sport digital services; and presenting actionable insights that highlight key user moments and opportunities for innovative membership experiences. The successful delivery will provide strategic guidance for building a resilient, sustainable membership service that demonstrates clear understanding of user needs and drives measurable value.