Modernising the digital experience to drive membership growth for Boundless
THEIR CHALLENGE
Boundless is a leading member benefits organisation dedicated to public sector workers.
To support their growing community, they needed a modern digital presence, but their legacy technology platform stood in the way. Slow performance, high licensing costs, and rigid page structures created severe operational bottlenecks, preventing their internal team from making routine content updates and stalling new membership growth.
OUR SOLUTION
Applying our Behaviour Before Build™ methodology, we reimagined the digital member experience from the ground up to drive both immediate sign-ups and long-term retention.
Insight-Led Information Architecture: Through strategic UX workshops, we restructured the site around real member decision flows. We prioritised immediate value signposting, making high-impact perks like Tastecard, Kids Pass, and breakdown cover instantly discoverable.
Multi-Channel Headless Ecosystem: We replaced their restrictive monolithic setup with a composable, API-first architecture using Storyblok as the central content hub and Next.JS for the frontend. This allows Boundless to manage content centrally and deliver it across its website and mobile app, while giving teams greater flexibility to evolve each experience independently.
Editorial Autonomy: Using Storyblok’s Visual Editor and a modular component library, the content team can build, preview, and update pages without relying on developers for routine changes, while working within reusable components that help maintain consistency.
Targeted Personalisation & Frictionless Payments: We introduced membership-tier personalisation to serve relevant content dynamically based on user status. To optimise conversion, we integrated secure Stripe subscription payments featuring one-touch Apple Pay and Google Pay.
Lab worked as a true partner throughout our website replatform, from the very first conversations right through to launch. Whenever we raised concerns or felt something wasn't quite right, they listened and strived to improve it, rather than simply telling us it couldn't be done. Like any project of this scale, we hit some speed bumps along the way, but the team's willingness to problem-solve alongside us meant we ultimately got it over the line. What we've ended up with is a new headless set-up that gives us a strong foundation to keep building on, well beyond the initial launch. The difference in user experience has been huge, and we're already seeing the benefits in how members interact with the site.
Rachel Hall , Digital Applications & Development Manager
The Impact
By replacing legacy constraints with a flexible, human-first digital platform, Boundless achieved immediate operational and commercial transformation:
Operational Agility: Reduced content deployment bottlenecks, enabling marketing and editorial teams to publish and update content more independently.
Total Cost Optimisation: Eliminated expensive legacy licensing fees and unmaintainable code, establishing a secure, unified foundation for web and mobile.
Enhanced Member Conversion: Delivered a personalised, frictionless checkout and discovery experience that actively accelerates new sign-ups and drives higher benefit activation.