Turning Passion into Access and Classics into Reality
Classics for a cause
Client
GMGI
Industry
Loyalty & Rewards
Role
Lead and Solo Designer
Deliverables
Desktop / Mobile / APP
Overview
Golden Matrix Group operates a membership-based rewards platform for classic car enthusiasts in Australia, offering exclusive automotive discounts, VIP benefits, and access to classic car experiences across desktop, mobile, and app.
The platform was migrated from WordPress to an in-house system, but the transition introduced major usability issues. The experience lacked a clear focal point, navigation was confusing, and membership tiers were poorly defined — making it difficult for users to understand the platform's value or what actions to take.
The core user base was primarily retirees aged 60–65+ with a strong interest in classic cars. However, the business objective was to attract a younger audience while improving membership conversion and engagement.
I was brought in as the sole designer to lead a full redesign of the experience.
Solution
The end-to-end redesign delivered:
- —A simplified and restructured experience across desktop, mobile, and app
- —Clearer navigation and improved information hierarchy
- —Redesigned membership tiers with improved clarity and value communication
- —Stronger visual focus to guide users toward key actions and improve conversion
- —A 100+ component Figma design system supporting a team of developers
- —A consistent cross-platform experience aligned across all devices
The redesign improved clarity, strengthened user engagement, and contributed to measurable improvements in membership conversion after launch.
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The Outcome
- — First round delivered and live within 3 months of taking over as sole designer
- — Stakeholders and the team responded positively — describing the new design as clean, focused and significantly improved
- — The redesigned membership tier presentation improved clarity and contributed to measurable sales growth
- — The design system is now the team standard across all active projects and is used by the entire development team
Reflection
This project strengthened my ability to work independently in ambiguous conditions, with no defined brief, limited research input, and an existing design that required a full rebuild. I learned to proactively drive the process, ask the right questions, and make confident design decisions informed by competitor research, stakeholder input, and UX judgment.
