Y-Axis Onboarding Experience

(from Absent to Fully Welcoming)

-4: Off-Site or Hidden
There is no visible path to membership from the main site. Membership is handled on a separate domain, microsite, or poorly connected property. The process feels buried or unrelated.
-2: Minimally Present
Membership exists but is not emphasized. A small “Join” link may be present, but there is little information about benefits, processes, or why someone should join.
0: Neutral Presence
The site includes a membership section or page, but it’s not highlighted in the primary user journey. Information is available but not persuasive or well integrated.
+2: Guided Invitation
Membership is clearly positioned as a part of the organization’s purpose. There's a clear, accessible call to action, with content describing the benefits and process, even if modest in presentation.
+4: Fully Welcoming
The site uses engaging language and visuals to invite membership. The value proposition is clear, and onboarding is embedded into the experience—through guided flows, testimonials, benefit breakdowns, and visible CTAs across the site.