Taipei Performance Art Center

CRM Planning

Spearheaded membership system from 0 to 1 as Product Owner, defining functional requirements and partnering with PMs and vendors to establish workflows. Launched in May 2022 with modules for member products, payment, and discounts; conducted user research and interviews by year-end to inform feature improvements, culminating in the rollout of a revised membership structure in April 2023.

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Overview

The need for a new membership system within 5 months to support the launch of a new venue

Mission

Drive commercial value for the brand through pre-sale and launch-phase ticket revenue

Project

Design and implement user flow and membership framework, integrating payment services and ticketing system with the official website

ABOUT

Why this project?

In the past 18 months...

BEST
Achievement

Launched inaugural membership recruitment in just 5 months
Achieved Box office growth of 16%

BEST
Decision

Leveraged crowdfunding as an alternative before the payment system is fully deployed
Pushed for a new membership system built from the ground up

BEST
Design

Membership redemption workflows
Optimize discount strategies
Product tier segregation

The best decision, why?

When payment couldn’t launch, commitment did - 58% of paid members and 25% of annual member sales secured before checkout was even live.

Design01

Membership redemption workflows

Positioned membership as both a paid product and strategic promotional mechanism, with roles including “Team Player” status offering order-based discounts. System accommodated recurring B2B partner needs such as staff membership, cross-industry collaborations, and hotel partnership programs.

Problem

- pricing integrity during peak season with discount pressures

- high service costs for B2B group ticketing and fulfillment

- ad-hoc cross-departmental membership requests

Solution

- Implemented membership redemption via promo code

- including status tracking of redemption serial numbers to support operational transparency

Benefit

- Offered behavioral incentives as alternatives to direct discounts

- Support detailed result analytics

- Automation to replace manual repetitive work

- Developed new paid membership sales and group leader recruitment models

Result

- Serviced 153 B2B customers and channel partners, sales accounted for 27% of overall revenue

- 37% converted on site, and 81% retention rate.

Design02

Discount Module Optimization

Positioned membership as both a paid product and a promotional tool, optimizing the discount module with a flexible coupon system—supporting time-limited, quantity-restricted, program-specific, and session-based benefits while preserving tiered entitlements across member levels.

Problem

- Different channels does not share the same discount workflows

- Rigid discount and access rules regardless of program appeal or schedule

Strategy

- Collaborated with UberEats to offer discounting offers

- Memberships can be shared and freely trasnferred between different channels

- Increase flexibility between different seasons

Use Case

- Seamless discount code redempttion

- Automatic distribution upon user registration

- Event-specific offers

Result

- Boosted member-driven ticketing revenue by 11%

-Converted new paid members through targeted campaigns, accounting for 8% of total annual membership acquisition.

-Achieved a 33% redemption rate for promotional coupons (from ??)

Design03

Product Segregation

During low-demand seasons, maintaining paid member sales and perceived impact becomes challenging—especially since performing arts tickets can be refunded or exchanged until showtime, meaning reward mechanisms are typically distributed post-performance.

Problem

- With the majority of performances concentrated in just four months, joining as a paid member during off-season feels like a poor deal.

Solution

- Introduced trial membership models and dynamic pricing options

- customizable product value and duration to support user acquisition, seasonal

Use Case

Join for the season, stay for the perks - renewal required to keep the benefits flowing.