Case study — Website & Members Portal
spg group.
how a redesigned website and bespoke members portal turned a golf networking series into a measurable business platform.
project scope at a glance
connected user journeys designed
bespoke member portal features
project deliverables
strategic design principles
admin reporting data points
stages in the feedback loop
project summary
more than a golf event website.
SPG Group runs a golf series bringing directors, CEOs and senior leaders together through structured networking events.
The existing website could not clearly guide visitors through the event series, and the digital experience ended once someone registered.
Blueprint redesigned the website, mapped the complete member journey and developed a bespoke portal supporting participants before, during and after each event.
Members can now manage their account, explore the attendee directory, send meeting requests and record business won and purchased through the network.
SPG Group's administrators can review and export reports covering the commercial activity generated through every event.
the website
built to convert visitors into members.
The redesigned website makes the series purpose, audience and booking path immediately clear. Two screenshots from the live site.
The website — problem section
The website — 2026 event schedule
blueprint's diagnosis
three connected journeys.
A standard booking website would have solved only part of the problem. Blueprint identified three journeys that each needed their own design.
the problem
from curious to booked.
Visitors could not easily understand what the series offered, who it was for, or how to join. The booking path required too much effort.
the solution
The website was restructured around the questions a prospective member is likely to ask. Clear navigation from series overview to individual event and booking was prioritised throughout.
Series purpose and audience clearly communicated
Event discovery simplified
Booking journey streamlined
Value proposition front and centre
the bespoke members portal
nine features built from scratch.
Every feature was designed around the member experience and the commercial purpose of the series, not adapted from a generic platform.
01
personal member accounts
Each member logs in to a secure account managing personal, business and golf information.
02
event itineraries
Members view the schedule for events they are attending without digging through emails.
03
attendee directory
Browse who else is attending the series or a specific event before arriving on the day.
04
meeting requests
Send requests to other attendees to arrange conversations during or after the event.
05
call and meeting scheduling
Record and schedule follow-up calls and meetings generated through the network.
06
business won tracking
Log business won as a result of relationships created through the golf series.
07
business purchased tracking
Record when a member has purchased from another participant in the network.
08
golf information
Store handicaps and relevant golf details used to support event administration.
09
admin reporting dashboard
SPG Group views, analyses and exports data on all member activity and commercial outcomes.
event lifecycle
support at every stage.
Every event is designed to maximise high-quality introductions
before the event
Review the itinerary
Browse the attendee directory
Identify relevant contacts
Send meeting requests
during the event
Access attendee information
Create intentional introductions
Arrange specific conversations
Confirm scheduled meetings
after the event
Schedule follow-up calls
Continue building relationships
Record business won
Record business purchased
event review
Analyse member engagement
Measure commercial outcomes
Export event reports
Plan improvements
the feedback loop
a measurable cycle.
The portal turns networking from an activity that is difficult to quantify into a measurable commercial proposition backed by real data.
step 1 of 5
members connect.
Members identify relevant contacts using the attendee directory and send meeting requests before and during the event.
the admin dashboard
real numbers from the series.
The Series Analytics dashboard shows cumulative meetings booked, business generated and member-level breakdowns across every event in the series.
Total business value
£4.02m
Meetings booked
4 (live data)
Active members
5
Events with data
3
what we delivered
the full scope.
Three connected journeys. One platform. Every component designed to serve the commercial purpose of the series.
Customer journey mapping
Website strategy
Information architecture
User journey design
Conversion-led website design
Website development
Event discovery and booking journey
Bespoke members portal
Secure member login
Personal account functionality
Member profile management
Event itinerary access
Attendee directory
Meeting-request functionality
Call and meeting scheduling
Business-won tracking
Business-purchased tracking
Golf handicap management
Administrative dashboard
Data reporting and analysis tools
Exportable event reports
Portal testing
Website and portal launch
the key lesson
the real product was the network.
Networking events are often judged using attendance numbers and general perceptions of success. These measures do not show whether the event produced meaningful commercial value. By giving members a way to record meetings, business won and business purchased, SPG Group can now demonstrate the monetary impact of its series.
standard website alone.
Would have made the brand look more modern and event pages easier to navigate. It would not have addressed the wider opportunity.
bespoke portal alone.
Would have given members a useful account but without the public journey redesign, fewer prospects would have reached it.
both, designed together.
A connected platform that helps create, record and improve the commercial value of the entire network from first visit through to ongoing membership.
blueprint's approach
faq
common questions.
could your membership platform demonstrate its commercial value?
let's build your platform.
A membership website should do more than explain benefits and process bookings. It should help members participate, create meaningful relationships and generate measurable value.
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