Seniors Discount Club
/ Overview
The main site for a seniors membership club — a WordPress front end where legibility is a conversion feature, not a checkbox.
The brief
The club's main web presence, read daily by an audience that is older, less tolerant of fiddly interfaces, and often on modest devices and connections. Anything clever that costs clarity is a net loss here.
What I built
The front end into WordPress as reusable, editable blocks, plus the API integrations behind membership and content.
The design decisions that mattered most were the unglamorous ones: type scale, contrast, tap-target size, and form field spacing, all set for the actual readership rather than for a design review. Responsive and cross-browser throughout.
Outcome
Live at seniorsdiscountclub.com.au and serving the club's members daily.
Working on this audience is what led to the conversion work later — testing and rebuilding the signup flow, which I wrote about in my Q3 values reward.